CEO posts and UGCs for effects of e-signaling on social media

This mixed methods study analysed 252 posts of CEOs on social media to cluster the signaling styles of CEOs and what social influence they attract in terms of likes, reshares, and comments. A sentiment analysis was also conducted from both the CEO and the UGCs perspective along with a machine learning algorithm /tool so as to inform PR managers the best way to coach leaders to use professional social media platforms for enhanced social influence and e charismatic effects本混合方法研究针对社交媒体平台上的252条CEO发帖内容开展分析，旨在对CEO的信号传递风格进行聚类，并探究其在点赞、转发与评论维度上所获得的社会影响力。研究同时结合机器学习算法/工具，分别从CEO视角与用户生成内容（User-Generated Content, UGC）视角开展情感分析，以期为公关经理提供科学指导，助力领导者优化专业社交媒体平台的使用策略，进而提升社会影响力与个人魅力感召效果。