Ceo influencer: estratégias de interatividade dos diretores executivos da América Latina no LinkedIn e seu impacto no engagement
DOI:
https://doi.org/10.26439/contratexto2025.n43.7483Palavras-chave:
CEO, diretor executivo, comunicação corporativa, LinkedIn, América LatinaResumo
Diversos estudos sobre a comunicação dos CEOs em redes sociais destacam a necessidade de investigar o cumprimento da promessa teórica do diálogo. Este estudo analisa as estratégias de interatividade dos diretores executivos da América Latina no LinkedIn e seu impacto no engagement. A pesquisa foca em três categorias: abordagens de comunicação geral, recursos comunicativos e o nível de engagement alcançado pelos executivos em suas publicações. Os CEOs foram selecionados do ranking América Economía 500. Foram identificados 327 CEOs no LinkedIn, e analisadas 7461 publicações de 244 contas ativas. Os resultados mostram tendências predominantes: a grande maioria dos CEOs adota uma abordagem informativa e alcança níveis elevados de engagement. Os executivos utilizam principalmente recursos expositivos, como texto e gráficos, e em menor grau, recursos interativos, como os participativos. Os CEOs latino-americanos no LinkedIn empregam uma estratégia de interatividade de tipo monológico, caracterizada por publicações informativas e pelo uso de recursos expositivos. O engagement melhora quando há um aumento na diversidade dos recursos comunicativos. Este estudo oferece ferramentas para maximizar o impacto dos CEOs na gestão da reputação no LinkedIn. Três perfis de CEOs são identificados: difusores, potenciadores e interativos.
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