CEO Influencer: estrategias de interactividad de los directores ejecutivos de América Latina en LinkedIn y su impacto en el engagement

Palabras clave: CEO, director ejecutivo, comunicación corporativa, LinkedIn, América Latina

Resumen

Diversos estudios sobre la comunicación de los CEO en redes sociales han destacado la necesidad de investigar el cumplimiento de la promesa teórica del diálogo. Este estudio analiza las estrategias de interactividad de los directores ejecutivos de América Latina en LinkedIn y su impacto en el engagement. La investigación se enfoca en tres categorías: enfoques de comunicación general, recursos comunicativos y nivel de engagement alcanzado por los directivos en sus publicaciones. Los CEO se seleccionaron del ranking de América Economía 500. Se identificaron 327 CEO en LinkedIn y se analizaron 7461 publicaciones de 244 cuentas activas. Los hallazgos arrojan resultados con tendencias predominantes: la gran mayoría de los CEO adopta un enfoque informativo y alcanza niveles superiores de engagement. Los ejecutivos utilizan principalmente recursos expositivos, como texto y gráficos, y, en menor medida, recursos interactivos como los participativos. Los CEO latinoamericanos en LinkedIn emplean una estrategia de interactividad de tipo monológico, caracterizada por publicaciones informativas y por el uso de recursos expositivos. El engagement mejora cuando se aumenta la diversidad de recursos comunicativos. Este estudio ofrece herramientas para maximizar el impacto de los CEO en la gestión de la reputación en LinkedIn. Se identifican tres perfiles de CEO: difusores, potenciadores e interactivos.

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Publicado
2025-05-30
Cómo citar
Saavedra, G., & Capriotti, P. (2025). CEO Influencer: estrategias de interactividad de los directores ejecutivos de América Latina en LinkedIn y su impacto en el engagement. Contratexto, (43), 195-220. https://doi.org/10.26439/contratexto2025.n43.7483