This paper introduces and tests the concept of CEO social media celebrity (audience attention × positive emotional response) by examining 320 S&P 1500 CEOs on X (formerly Twitter) from 2009–2021.
Findings show that posting volume, positivity, and variety increase a CEO’s likelihood of attaining social media celebrity, while uniqueness of posts does not. Notably, posting volume is more strongly associated with audience attention, while positivity and variety shape positive emotional responses.
Authors & affiliations:
- Ann Mooney Murphy (Stevens Institute of Technology)
- Ruixiang S. (University of Tennessee, Knoxville)
- Yangyang Zhang (Loyola Marymount University)
