Social CEOs: The effects of CEOs’ communication styles and parasocial interaction on social networking sites

  title={Social CEOs: The effects of CEOs’ communication styles and parasocial interaction on social networking sites},
  author={Wan-Hsiu Sunny Tsai and Rita Linjuan Men},
  journal={New Media \& Society},
  pages={1848 - 1867}
  • W. Tsai, R. Men
  • Published 2017
  • Psychology, Computer Science
  • New Media & Society
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… Expand

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