What do CEOs talk about on social media? The content strategies of Latin American CEOs on LinkedIn and their impact on engagement
Datos Bibliográficos
| ID | 12928400 |
|---|---|
| Autores | Giancarlo Saavedra (0000-0003-2379-9380, Universitat Rovira i Virgili, autor de correspondencia), Paul Capriotti (0000-0002-9398-5886, Universitat Rovira i Virgili) |
| Año | 2025 |
| Volumen | 17 |
| Número | 1 |
| Páginas | 89-112 |
| Fecha de publicación | 2025-04-01 |
| Open Access | Sí |
| Tipo | ARTICLE |
| Revista | Catalan Journal of Communication & Cultural Studies (JOURNAL) |
| Identificadores de la revista | ISSN: 1757-1898 • E-ISSN: 1757-1901 |
| Editorial | Intellect (PUBLISHER • GB) |
| DOI | 10.1386/cjcs_00118_1 |
| OpenAlex | W4410887988 |
| Idioma | EN |
| Referencias citadas | 47 |
This study explores the content strategies Latin American CEOs deploy on LinkedIn, based on an analysis of content types and strategies and their influence on the level of engagement. A quantitative analysis of 7461 publications from 244 active accounts of the CEOs of companies in the América Economía top 500 ranking was carried out, considering both publication topics (institutional, sustainability, personal) and strategies (focused, hybrid, transversal). The results reveal that Latin American CEOs prioritize institutional and, to a lesser extent, sustainability content, while personal content is scarce. Activity levels are low, while engagement levels are high. Content strategies that expose the personal side of CEOs get the highest engagement rates, while those that include sustainability content register low rates. This research identifies seven profiles of CEO communicators on LinkedIn, based on content strategies: strategists, activists, personal, responsible, inspiring, citizens and integral. It also offers a methodological model to understand the heterogeneity of content strategies, analyse the effectiveness of CEOs’ activity on LinkedIn, and to strengthen ties with their key audiences
Business · Business administration · Content (measure theory · Corporate social responsibility · Latin Americans · Media content · Political science · Public relations · Social media · Computer Science · Corporate Identity and Reputation · Digital Marketing and Social Media · Knowledge Management and Sharing · Law
Tweeting as Health Communication
Public engagement with nonprofit organizations on Facebook
Greenwashing and environmental communication
Can CEO Activism Be Good for the Organization? The Importance of Authenticity, Morality, and Timeliness
Does universities' posting strategy influence their social media engagement? An analysis of the top‐ranked higher education institutions in different countries
CEO social
La representación digital del engagement
Estrategias de publicación de los CEO de empresas de América Latina en LinkedIn y su impacto en el engagement
Analysing the influence of Universities’ content strategy on the level of engagement on social media
The social media presence of Ibex 35 top executives and their role as influencers
Do politicians connect with young people? Analysis of Twitter use by candidates in the 2019 European Parliament election campaign
Evaluating the use of Facebook among Mexican and global companies
CEO Brand Equity – Implementation of a Conceptual Model
CEO Branding
Social CEOs
Evaluating the content strategy developed by universities on social media
Tweeting #Leaders
Building a Personal Brand as a CEO
| Altamente citado | No |
|---|