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Impact of CEO media appearance on corporate performance in social media

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  • Bai, Lijuan
  • Yan, Xiangbin
  • Yu, Guang

Abstract

The impact of CEOs’ media appearance in social media on corporate performance (financial performance) has received little research attention. In this paper, we propose the CEO media appearance indexes, namely CEO media coverage, CEO media transmission, and CEO media sentiment, and CEO searching attention indexes, namely media searching attention and user searching attention, then analyze the influence of CEO media appearance and CEO searching attention on corporate performance. The results show that the media transmission and media searching attention indexes have significant positive effects on corporate performance. The media sentiment and user searching attention indexes have significant negative effects on corporate performance; however, the same effect was not observed formedia coverage. The effects of the above indexes were consistent with the interaction analyses. We discuss theoretical implications for research on CEO and corporate performance and management implications for corporate social media marketing.

Suggested Citation

  • Bai, Lijuan & Yan, Xiangbin & Yu, Guang, 2019. "Impact of CEO media appearance on corporate performance in social media," The North American Journal of Economics and Finance, Elsevier, vol. 50(C).
    • Handle: RePEc:eee:ecofin:v:50:y:2019:i:c:s1062940818304133
    DOI: 10.1016/j.najef.2019.100996
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    2. Nor Hasliza Md Saad & Zulnaidi Yaacob, 2021. "Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group," SAGE Open, , vol. 11(3), pages 21582440211, July.
    3. Luis Manuel Cerdá Suárez & Jesús Perán López & Belén Cambronero Saiz, 2020. "The Influence of Heuristic judgments in Social Media on Corporate Reputation: A Study in Spanish Leader Companies," Sustainability, MDPI, vol. 12(4), pages 1-17, February.
    4. Aabo, Tom & Jacobsen, Mikkel Lilholt & Stendys, Kasper, 2022. "Pay me with fame, not mammon: CEO narcissism, compensation, and media coverage," Finance Research Letters, Elsevier, vol. 46(PB).

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