The strategic use of Twitter to manage personal public relations

Abstract

This study examined the effect of personal public relations developed through Twitter on cognitive and attitudinal aspects, particularly focusing on the use of Twitter by CEOs. According to the responses of young consumers who participated in this study, their attitudes toward the use of Twitter by CEOs positively influenced their perception of transformational leadership (H1). Further, perceived transformational leadership was positively associated with attitudes toward CEOs using Twitter; this in turn positively influenced attitudes toward corporations (H2). The positive evaluation of the use of Twitter by CEOs directly influenced attitudes toward such CEOs (H3), whereas attitudes toward such use did not influence attitudes toward corporations. The results indicated that microblogging is beneficial for the development of effective personal public relations by corporate leaders.