You are now an Influencer! Measuring CEO Reputation in Social Media

Abstract: We know that reputation in organisational contexts can be understood as a valuable asset that requires diligent management. It directly affects how a firm is publicly perceived, and indirectly, how a firm will perform economically. The establishment of social media as ubiquitous tools of communication have changed how corporations manage their reputation. Particularly CEOs face novel responsibilities, as they deal with their personal image, which at the same time affects the reputation of their firm. Whereas CEO and corporate reputation have been researched isolated from each other, little is known about how a CEO's social media reputation management affects corporate reputation. This research in progress paper aims to emphasise this research gap with a literature review on the current status of reputation management and measurement by means of social media. We further propose a research design that combines sentiment analysis, frequency detection, and content analysis and discuss further research prospects.