How do CEOs communicate on Twitter? A comparative study between Fortune 200 companies and top startup companies
Volume: 24, Issue: 3, Pages: 532 - 552
Published: Jul 17, 2019
Abstract
Purpose The purpose of this paper is to compare Fortune 200 and top startup chief executive officers’ (CEOs) communication strategies on Twitter and the effectiveness of these strategies in influencing public engagement. Specifically, guided by the dialogic communication theory and social presence theory, this study explored CEOs’ use of dialogic communication, social presence strategies and message tactics. Additionally, public engagement on...
Paper Details
Title
How do CEOs communicate on Twitter? A comparative study between Fortune 200 companies and top startup companies
Published Date
Jul 17, 2019
Volume
24
Issue
3
Pages
532 - 552
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