Should influencer CEOs speak out? The interplay among influencer CEO activism, self-disclosure on social media, and political ideology

Purpose Given the need for social consciousness among public figures and the increasing social influence of influencer CEOs, we examined how influencer CEO activism, influencer CEO styles of social media use (e.g. self-disclosure) and political ideology of followers interact to affect perceived intimacy and attitudes. Design/methodology/approach We conducted an online experiment with 219 participants randomly assigned to one of six conditions manipulating influencer CEO activism and influencer CEO self-disclosure on social media posts. Participants' political ideologies were measured. From the perspective of social penetration theory, we assessed perceived intimacy and examined a moderated mediation model. Findings The three-way interaction effect among influencer CEO activism, CEO self-disclosure and political ideology on intimacy was significant, affecting attitudes toward the activism, the CEO and the brand. The two-way interaction of influencer CEO activism and political ideology was significant in the professional self-disclosure condition but not in the personal self-disclosure condition. Practical implications This research underscores the importance of aligning influencer CEO activism with audience characteristics, highlighting personal disclosure as a potential buffer against backlash. Originality/value The findings show that the personal self-disclosure of influencer CEOs in their social media posts can insulate CEOs when their expressed opinions diverge from the opinions of their audience. Delving into the intrinsic mechanism behind this phenomenon through the lens of social penetration theory sheds light on the role of perceived intimacy in the persuasive power of influencer CEOs.