연구정보
[기업] ‘Brazil must be a country for entrepreneurs and workers, not scoundrels’: Personal branding mechanisms underpinning CEO activism
브라질 국외연구자료 연구보고서 - Human Relations 발간일 : 2024-02-18 등록일 : 2024-02-23 원문링크
Chief executive officer (CEO) activism literature primarily explores issues in which CEOs engage, and its consequences for consumers and employees. However, a glaring gap lies in how CEOs engage in activism, particularly, through social media. Our study aims to bridge this gap by analyzing the online identity of Luciano Hang, a Brazilian CEO, activist, and billionaire, focusing on the crafting of Hang’s online identity, particularly on Instagram, using five personal branding mechanisms to influence broad sociopolitical issues. Hang’s unique case offers a lens for right-wing CEO activism, contrasting with mostly progressive cases in the western contexts. Using critical visual analysis to decode the Instagram content posted by Hang, who actively advocates for political conservatism, entrepreneurism, and economic liberalism, we find that CEO activists do not merely speak on specific issues, but carefully construct their online identity aligning with or challenging social norms and values. Our research extends the understanding of CEO activism by revealing its heterogeneous nature and connecting organization studies and marketing, in addition to demonstrating how CEOs can leverage personal branding to portray themselves as activists.
본 페이지에 등재된 자료는 운영기관(KIEP) 및 EMERiCs의 공식적인 입장을 대변하고 있지 않습니다.
이전글 | 이전글이 존재하지 않습니다. | |
---|---|---|
다음글 | 다음글이 존재하지 않습니다. |