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Analysis of institutional authors

Saavedra, GCorresponding AuthorCapriotti, PAuthor
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Article

Posting strategies of CEOs of Latin American companies on LinkedIn and their impact on engagement

Publicated to:Revista De Comunicación. 23 (2): 319-343 - 2024-09-01 23(2), DOI: 10.26441/RC23.2-2024-3592

Authors: Saavedra, G; Capriotti, P

Affiliations

Univ Rovira & Virgili, Dept Estudios Comunicac, Catedrat Relac Publ & Comunicac Corporat, Tarragona, Spain - Author
Univ Rovira & Virgili, Dept Estudios Comunicac, Tarragona, Spain - Author

Abstract

This study investigates the posting strategies of CEOs of Latin American companies on LinkedIn and their impact on engagement. It examines activity levels and types of presence, and engagement rates. Based on a quantitative analysis, the results reveal that executives in this region have a significantly lower frequency of posting on LinkedIn compared to the averages recommended by experts. Regarding the type of presence, CEOs are "content creators" and mainly post their own content. The engagement analysis shows discrepancies between own and hybrid posts. Due to the originality of own content, it receives better engagement rates than hybrid posts. The findings reveal that most Latin American CEOs adopt a "passive funnel" posting strategy on LinkedIn, which is characterized by low activity and own content. It is striking that CEOs with a more passive approach tend to have higher engagement rates compared to those with a more active approach. From these findings it is clear that, although authentic content generates interaction, CEOs should take advantage of the potential of shared publications, which are characterized by fostering dialogue based on content with diverse perspectives, a particular feature of the actors and institutions of the business environment. This research assesses the potential of CEOs as institutional communicators and provides methodological guidelines for academics and professionals in charge of the publication strategies of organizations and managers in the region.

Keywords
CeoChief executive officerCommitmentCommunication engagementCompaniesContent creatorDigital communicationEmployeesEngagementFacebooImageInstitutional communicationLatin americLatin americaLinkedinMessagesOrganizationsPublic-relationsSocial mediaTwitter

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Revista De Comunicación due to its progression and the good impact it has achieved in recent years, according to the agency Scopus (SJR), it has become a reference in its field. In the year of publication of the work, 2024 there are still no calculated indicators, but in 2023, it was in position , thus managing to position itself as a Q1 (Primer Cuartil), in the category Communication.

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-04-29:

  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 9 (PlumX).

It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

  • The work has been submitted to a journal whose editorial policy allows open Open Access publication.
  • Additionally, the work has been submitted to a journal classified as Diamond in relation to this type of editorial policy.
  • Assignment of a Handle/URN as an identifier within the deposit in the Institutional Repository: http://hdl.handle.net/20.500.11797/imarina9384545
Leadership analysis of institutional authors

There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (Saavedra Chau, Giancarlo) and Last Author (Capriotti Peri, Vicente-Paul).

the author responsible for correspondence tasks has been Saavedra Chau, Giancarlo.