Tweeting CEOs, Opinion Leadership, and the Social Capital of Companies

Sanna Ala-Kortesmaa (), Laura Paatelainen (), Pekka Isotalus (), Johanna Kujala () and Jari Jussila
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Sanna Ala-Kortesmaa: Tampere University
Laura Paatelainen: Tampere University
Pekka Isotalus: Tampere University
Johanna Kujala: Tampere University

A chapter in Conference Proceedings Trends in Business Communication 2020, 2021, pp 103-127 from Springer

Abstract: Abstract In the postmodern age of social media, chief executive officers (CEOs) have become the public faces of their organizations on Twitter. Therefore, CEOs’ use of Twitter can be assumed to influence the social capital of the organizations they represent. In this mixed-methods study, this possibly influential relation is examined using the framework of principal-agent theory by focusing on the tweeting behaviors and strategies of CEOs as well as their follower counts. The results suggest that the CEOs who gained the most followers and, therefore, potentially increased the social capital of their companies tweeted positive messages to diverse audiences and actively maintained various stakeholder relationships.

Keywords: Twitter; Principal-agent theory; Opinion leadership; Social capital; Online social influence (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-33642-4_6

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DOI: 10.1007/978-3-658-33642-4_6

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