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

In: Conference Proceedings Trends in Business Communication 2020

Author

Listed:
  • Sanna Ala-Kortesmaa

    (Tampere University)

  • Laura Paatelainen

    (Tampere University)

  • Pekka Isotalus

    (Tampere University)

  • Johanna Kujala

    (Tampere University)

  • Jari Jussila

    (Häme University of Applied Sciences)

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.

Suggested Citation

  • Sanna Ala-Kortesmaa & Laura Paatelainen & Pekka Isotalus & Johanna Kujala & Jari Jussila, 2021. "Tweeting CEOs, Opinion Leadership, and the Social Capital of Companies," Springer Books, in: Peter Schneckenleitner & Wolfgang Reitberger & Alexandra Brunner-Sperdin & Andre Haller (ed.), Conference Proceedings Trends in Business Communication 2020, pages 103-127, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33642-4_6
    DOI: 10.1007/978-3-658-33642-4_6
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