Personal Branding Mechanisms Underpinning CEO Activism: Challenges in Understanding CEOs’ Online Identity and Activism

Seminar 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 through social media. Our study aims to bridge this gap by analysing 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 socio-political issues. Hang’s unique case offers a lens for right-wing CEO activism, contrasting with mostly progressive cases in the Western context. 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, connecting organization studies and marketing, and demonstrating how CEOs can leverage personal branding to portray themselves as activists.

How to attend this seminar

This seminar is free to attend with no need to register in advance

We welcome you to join us online on Friday 22 November 2024 at 1pm.

Speaker bio

Dr Amon Barros

Amon Barros is an Associate Professor in Organization Studies at FGV’s Sao Paulo School of Business Administration (FGV EAESP). He previously worked at the Essex Business School (2019-2021). His research focuses on management and organizational history and the sociopolitical impacts of business on society. His work has been published in journals such as Academy of Management Learning and Education, Human Relations, Management Learning, and Organization. He is the incoming co-editor in Chief for Management and Organizational History (2025) and is an associate editor for Management Learning.