Professional or interactive: CEOs’ image strategies in the microblogging context

作者：

Highlights：

• We examined the effect of CEO image strategy on follower loyalty in microblogs.

• Four types of CEO image strategies were identified.

• Followers are fondest of CEOs classified as experts rather than as friends.

• Usage orientation moderates the effect of CEO image on follower loyalty.

• Goal orientation positively influences CEOs with a highly professional image.

摘要

•We examined the effect of CEO image strategy on follower loyalty in microblogs.•Four types of CEO image strategies were identified.•Followers are fondest of CEOs classified as experts rather than as friends.•Usage orientation moderates the effect of CEO image on follower loyalty.•Goal orientation positively influences CEOs with a highly professional image.

论文关键词：Uses and gratifications,Image strategy,Microblogging,Interactivity,Professionalism,Loyalty

论文评审过程：Available online 10 October 2014.

论文官网地址：https://doi.org/10.1016/j.chb.2014.09.027