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| Title: | CEO 社群媒體參與對組織閒置資源的影響：CEO 權力需求的調節作用
The impact of CEO social media engagement on organizational slack: A moderating role of CEO's need for power |
| Authors: | 莊茗晴
Chuang, Ming-Ching |
| Contributors: | 何乾瑋
Ho,Chien-Wei
莊茗晴
Chuang, Ming-Ching |
| Keywords: | CEO社群媒體參與度
組織閒置資源
政治權力
社會認同理論
CEO social media engagement
Organization slack
Political power
Social identity theory |
| Date: | 2024 |
| Issue Date: | 2024-08-05 11:55:48 (UTC+8) |
| Abstract: | 近年來，越來越多企業了解到高階管理者在社群平台保持活躍的潛在優勢，因此開始擬定社群媒體策略，鼓勵其在組織內外建立個人品牌並與利益相關者互動，這在幫助企業獲取外部資源方面發揮著關鍵作用。因此，本研究以實證方法探討CEO社群媒體參與度對於企業獲取閒置資源的影響。利用S&P 500 CEO在2017至2021年於Twitter上的參與活動，本研究以不同的指標，衡量CEO的社群媒體參與度，包括轉發和點讚數。研究結果發現，當CEO的推文獲得較多的點讚和轉發數時，公司的潛在閒置資源會增加；然而，CEO推文擁有較多轉發數時，公司的財務閒置資源反而減少。因此，有效的社群媒體策略有助於企業取得非財務資源，然而對於企業獲取財務資源卻產生反向效果。此外，當CEO擁有較高的政治權力需求時，其社群媒體參與度與潛在閒置資源之間的正向關係將會被減弱，表示撰寫貼文內容可能需要注意用詞表達。本研究為企業與高階主管提供使用社群媒體策略之優化方向，並探討了影響組織閒置資源的因素。
Companies have increasingly engaged in social media to gain online social influence, enhance stakeholder connections, and attract greater resources through encouraging top executives to share business insights. While organizational slack is considered as a critical pool of resources in sustaining business operations, this study investigates how CEOs’ engagement in social media affects firms’ access to slack resources. Using Twitter messages of S&P 500 CEOs from 2017 to 2021, this study examines how CEOs’ social media engagement, including the number of retweets and likes, social linguistic features of tweets, and CEO contextual factors, affects firms’ access to different slack resources. I found that a firm acquires more potential slack resources when its CEO’s tweets receive more likes and retweets. However, the relationship between CEOs’ social media engagement and potential slack resources is weakened when their CEOs have higher political power. Furthermore, a firm has less financial slack resources when its CEO’s tweets are retweeted more. That is, effective social media strategies help secure additional non-financial resources rather than financial resources. |
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
111351008 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111351008 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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