Ceo comunicadores en redes sociales: análisis de la comunicación institucional digital de los directores ejecutivos de América latina en linkedin

Identifier:  TDX:4574

Handle: https://hdl.handle.net/20.500.11797/TDX4574

Authors:  Saavedra Chau, Giancarlo

Abstract:
The emergence of the internet and the dialogic potential of social media, particularly LinkedIn, have transformed the role of CEOs as institutional communicators. These executive leaders are key players in building corporate reputation. This study aims to analyze the relevance of academic research on CEOs' digital institutional communication, their presence and activity on social networks, and their strategies for publishing, interactivity, and content on LinkedIn, focusing on executives from Latin American companies. The “Social CEOs” of the region generally have a passive presence on this platform, marked by a discreet role as content creators. While Latin American leaders do generate posts, their communication approach primarily centers on disseminating institutional content, positioning them as authoritative business figures.