‘Brazil must be a country for entrepreneurs and workers, not scoundrels’: Personal branding mechanisms underpinning CEO activism

IF 4.5 2区管理学 Q1 MANAGEMENT

Human Relations Pub Date : 2024-02-19 DOI:10.1177/00187267241229036

Amon Barros, Benjamin Rosenthal, Caio Coelho, Bruno Leandro

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引用次数: 0

Abstract

Chief executive officer (CEO) activism literature primarily explores issues in which CEOs engage, and its consequences for consumers and employees. However, a glaring gap lies in how CEOs engage in activism, particularly, through social media. Our study aims to bridge this gap by analyzing the online identity of Luciano Hang, a Brazilian CEO, activist, and billionaire, focusing on the crafting of Hang’s online identity, particularly on Instagram, using five personal branding mechanisms to influence broad sociopolitical issues. Hang’s unique case offers a lens for right-wing CEO activism, contrasting with mostly progressive cases in the western contexts. Using critical visual analysis to decode the Instagram content posted by Hang, who actively advocates for political conservatism, entrepreneurism, and economic liberalism, we find that CEO activists do not merely speak on specific issues, but carefully construct their online identity aligning with or challenging social norms and values. Our research extends the understanding of CEO activism by revealing its heterogeneous nature and connecting organization studies and marketing, in addition to demonstrating how CEOs can leverage personal branding to portray themselves as activists.

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巴西必须是企业家和工人的国家，而不是无赖的国家"：支撑首席执行官行动主义的个人品牌机制

首席执行官（CEO）行动主义文献主要探讨 CEO 参与的问题及其对消费者和员工的影响。然而，在首席执行官如何参与激进主义，尤其是通过社交媒体参与激进主义方面，存在着明显的差距。我们的研究旨在通过分析巴西首席执行官、活动家和亿万富翁卢西亚诺-杭（Luciano Hang）的网络身份来弥补这一空白，重点关注杭的网络身份，尤其是在 Instagram 上的身份，利用五种个人品牌机制来影响广泛的社会政治问题。杭的独特案例为右翼首席执行官的行动主义提供了一个视角，与西方语境中大多数进步的案例形成鲜明对比。我们利用批判性视觉分析来解码杭州市积极倡导政治保守主义、企业家精神和经济自由主义的人在Instagram上发布的内容，发现CEO活动家并不只是就具体问题发表言论，而是精心构建自己的网络身份，与社会规范和价值观保持一致或提出挑战。我们的研究揭示了首席执行官行动主义的异质性，并将组织研究与市场营销联系起来，从而扩展了对首席执行官行动主义的理解，此外还展示了首席执行官如何利用个人品牌塑造将自己塑造成行动主义者。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Human Relations Multiple-

CiteScore

12.60

自引率

7.00%

发文量

期刊介绍： Human Relations is an international peer reviewed journal, which publishes the highest quality original research to advance our understanding of social relationships at and around work through theoretical development and empirical investigation. Scope Human Relations seeks high quality research papers that extend our knowledge of social relationships at work and organizational forms, practices and processes that affect the nature, structure and conditions of work and work organizations. Human Relations welcomes manuscripts that seek to cross disciplinary boundaries in order to develop new perspectives and insights into social relationships and relationships between people and organizations. Human Relations encourages strong empirical contributions that develop and extend theory as well as more conceptual papers that integrate, critique and expand existing theory. Human Relations welcomes critical reviews and essays: - Critical reviews advance a field through new theory, new methods, a novel synthesis of extant evidence, or a combination of two or three of these elements. Reviews that identify new research questions and that make links between management and organizations and the wider social sciences are particularly welcome. Surveys or overviews of a field are unlikely to meet these criteria. - Critical essays address contemporary scholarly issues and debates within the journal''s scope. They are more controversial than conventional papers or reviews, and can be shorter. They argue a point of view, but must meet standards of academic rigour. Anyone with an idea for a critical essay is particularly encouraged to discuss it at an early stage with the Editor-in-Chief. Human Relations encourages research that relates social theory to social practice and translates knowledge about human relations into prospects for social action and policy-making that aims to improve working lives.