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CEO's Twitter Message and Image: Exploring CEO's Twitter Messages and Followers

CEO의 트위터 메시지와 이미지 -CEO 트위터의 메시지 유형과 팔로워의 평가를 중심으로

  • 조승호 (숭실대학교 국제통상학과) ;
  • 홍숙영 (한세대학교 신문방송학과)
  • Received : 2012.06.11
  • Accepted : 2012.06.22
  • Published : 2012.07.31

Abstract

The purpose of this current study is to examine CEO image presented in messages of CEO twitter and perceived by CEO twit followers. To conduct this study, we selected two CEOs, ChanJin Lee and HyeonMyeong Pyo who are top ranking based on a number of followers in Korea. We investigated each CEO's Tweet, RT, Reply, and RT+Reply using three CEO image factors: CEO personality, CEO quality, and CEO outward characteristics. Also, followers were asked what image mostly they have based on those three image factors. The results showed that for ChanJin Lee, CEO quality were more presented in twitter than CEO personality and CEO outward characteristics, and CEO Lee's followers also perceived that Lee has more CEO quality image than others. Pyo, HyeonMyeong has CEO quality image in twitter than others, and his followers thought that he had more CEO outward characteristics image than others.

Keywords

CEO image;twitter;follower;ChanJin Lee;HyeonMyeong Pyo