Amon Barros, Benjamin Rosenthal, Caio Coelho, Bruno Leandro
{"title":"‘Brazil must be a country for entrepreneurs and workers, not scoundrels’: Personal branding mechanisms underpinning CEO activism","authors":"Amon Barros, Benjamin Rosenthal, Caio Coelho, Bruno Leandro","doi":"10.1177/00187267241229036","DOIUrl":null,"url":null,"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.","PeriodicalId":48433,"journal":{"name":"Human Relations","volume":"36 1","pages":""},"PeriodicalIF":4.5000,"publicationDate":"2024-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Human Relations","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/00187267241229036","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"MANAGEMENT","Score":null,"Total":0}
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.
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.
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