Proceedings | Entrepreneurship area | Year 2019 | |
An interpretive enquiry into the creation of a CEO personal brand and stakehoder engagement via social mediaby Khanyapuss Punjaisri; S.F.S. Alwi; K. Kajewski | |
the 48th Annual Conference for the European Marketing Academy in
Hamburg, Germany |
AbstractSocial media has altered the corporate communication environment. Organisations have put
their CEOs on social media to build image and create a strong personal brand. However,
creating a personal brand online is complicated and problematic, especially when the personal
brand serves various stakeholders. While CEOs become recognised as a brand, little research
has explored how a CEO personal brand can be created and what impacts it has on
stakeholders. To address these questions, this study adopted a multi-method research,
combining qualitative in-depth interviews with netnography to understand CEO personal
branding from both a CEO’s and stakeholders’ perspectives. The findings indicate key CEO
characteristics and employee involvement as pre-requisite to developing a CEO personal
brand. Also, by bridging corporate branding and online personal branding literature, this study
illustrates how a CEO personal brand influences corporate brand image, employee advocacy
and consumer loyalty.
Keywords: Personal brand, Corporate brand image, Stakeholder engagement |