Abstract
As one of the first empirical analyses focusing on corporate executive officers’ (CEOs) communication style on social media and its impacts, the study aims to advance the theoretical understanding of CEO sociability and the mechanism underneath its effects on the broader public relations outcome of organization–public relationship and public advocacy. Through a quantitative survey with 332 social media users who have followed corporate CEOs on social media, this study illuminated how CEOs’ responsive and assertive communications induce the CEOs’ followers to perceive the corporate leaders as amicable role models and caring friends, which in turn improve their trust of, satisfaction with, and advocacy for the company. Hence, the findings highlight the pivotal role of CEOs as chief engagement officer in developing meaningful interpersonal interactions and relationships with today’s digital savvy publics.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 1848-1867 |
| Number of pages | 20 |
| Journal | New Media and Society |
| Volume | 19 |
| Issue number | 11 |
| DOIs | |
| State | Published - Nov 1 2017 |
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Keywords
- CEO communication
- organization–public relationships
- parasocial interaction
- public advocacy
- social media
- socio-communication style
ASJC Scopus subject areas
- Communication
- Sociology and Political Science
Cite this
Social CEOs : The effects of CEOs’ communication styles and parasocial interaction on social networking sites. / Tsai, Wanhsiu; Men, Linjuan Rita.
In: New Media and Society, Vol. 19, No. 11, 01.11.2017, p. 1848-1867.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Social CEOs
T2 - The effects of CEOs’ communication styles and parasocial interaction on social networking sites
AU - Tsai, Wanhsiu
AU - Men, Linjuan Rita
PY - 2017/11/1
Y1 - 2017/11/1
N2 - As one of the first empirical analyses focusing on corporate executive officers’ (CEOs) communication style on social media and its impacts, the study aims to advance the theoretical understanding of CEO sociability and the mechanism underneath its effects on the broader public relations outcome of organization–public relationship and public advocacy. Through a quantitative survey with 332 social media users who have followed corporate CEOs on social media, this study illuminated how CEOs’ responsive and assertive communications induce the CEOs’ followers to perceive the corporate leaders as amicable role models and caring friends, which in turn improve their trust of, satisfaction with, and advocacy for the company. Hence, the findings highlight the pivotal role of CEOs as chief engagement officer in developing meaningful interpersonal interactions and relationships with today’s digital savvy publics.
AB - As one of the first empirical analyses focusing on corporate executive officers’ (CEOs) communication style on social media and its impacts, the study aims to advance the theoretical understanding of CEO sociability and the mechanism underneath its effects on the broader public relations outcome of organization–public relationship and public advocacy. Through a quantitative survey with 332 social media users who have followed corporate CEOs on social media, this study illuminated how CEOs’ responsive and assertive communications induce the CEOs’ followers to perceive the corporate leaders as amicable role models and caring friends, which in turn improve their trust of, satisfaction with, and advocacy for the company. Hence, the findings highlight the pivotal role of CEOs as chief engagement officer in developing meaningful interpersonal interactions and relationships with today’s digital savvy publics.
KW - CEO communication
KW - organization–public relationships
KW - parasocial interaction
KW - public advocacy
KW - social media
KW - socio-communication style
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UR - http://www.scopus.com/inward/citedby.url?scp=85031792547&partnerID=8YFLogxK
U2 - 10.1177/1461444816643922
DO - 10.1177/1461444816643922
M3 - Article
VL - 19
SP - 1848
EP - 1867
JO - New Media and Society
JF - New Media and Society
SN - 1461-4448
IS - 11
ER -