More Social, More Socially Responsible? The Impact of CEO Social Media Use on Corporate Social Performance

Abstract

Nowadays, more and more firm chief executive officers (CEOs) are using social media to join online conversations and interact with stakeholders. As this social media presence shows their social participation tendencies, such CEOs have been described as ‘social CEOs’. Building on an upper-echelon perspective of corporate social responsibility (CSR), this study examines whether social CEOs and the implications of their social media engagement have an impact on corporate social performance by developing a needs–affordances–consequences approach. Our approach explores the motives and ability of social CEOs, suggesting the positive influence of CEO sociability on CSR and also the moderating effect of CEOs’ social evaluation. Using data on Chinese publicly listed firms from 2009 to 2020, we find that firms with social CEOs have a higher level of social performance than firms without, and higher CEO status or better CEO reputation can further amplify the positive impact of CEO sociability on corporate social performance. This work makes important contributions to research on the determinants of CSR, as well as the social media and leadership literature.