CEO’s Social Media Profile as Embodiment of Values

Bruno Rossetti Leandro, Anna Beatriz Niteroi and Amon Narciso de Barros

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2025, vol. 29(3), issue Vol. 29 No. 3 (2025): May/June - 2025, e240048

Abstract: Objective: this article explores how the representation of values grounds the process of chief executive officers (CEOs) attaining celebrity status, focusing on the performance aspect of their online presence. Theoretical approach: the study builds upon the CEO celebrity drama framework. However, the conceptualization of examples and political discourse theory (PDT) are mobilized to further develop the notion of CEO celebrity drama, as they provide insights into how protagonism, antagonism, and values structure performance. Methods: this research employs a discourse analysis focusing on the Instagram profile of Guilherme Benchimol, a Brazilian actor from a financial company, serving as a case study to explore how CEO celebrities perform their celebrity status through social media. Results: the CEO celebrity presents themselves on social media, employing three core components: stage-setting, scriptwriting, and role-playing. They leverage these platforms to champion values, aligning themselves with specific causes and juxtaposing their image against antagonists. This performance helps cultivate and uphold their celebrity-like status. Conclusions: this study enhances our understanding of how CEOs use social media to cultivate celebrity status, emphasizing the role of values in shaping their narratives and performances. Through the lens of PDT, this research deepens our insight into the dynamics of CEO celebrity drama and underscores social media’s role in shaping modern and acclaimed business personalities.

Date: 2025
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