Tweeting About Business and Society: A Case Study of an Indian Woman CEO

Tweeting About Business and Society: A Case Study of an Indian Woman CEO

ISBN13: 9781799890201|ISBN10: 1799890201|EISBN13: 9781799890218
DOI: 10.4018/978-1-7998-9020-1.ch084
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MLA

Rathore, Ashish Kumar, et al. "Tweeting About Business and Society: A Case Study of an Indian Woman CEO." Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, edited by Information Resources Management Association, IGI Global, 2021, pp. 1720-1734. https://doi.org/10.4018/978-1-7998-9020-1.ch084

APA

Rathore, A. K., Tuli, N., & Ilavarasan, P. V. (2021). Tweeting About Business and Society: A Case Study of an Indian Woman CEO. In I. Management Association (Ed.), Research Anthology on Strategies for Using Social Media as a Service and Tool in Business (pp. 1720-1734). IGI Global. https://doi.org/10.4018/978-1-7998-9020-1.ch084

Chicago

Rathore, Ashish Kumar, Nikhil Tuli, and P. Vigneswara Ilavarasan. "Tweeting About Business and Society: A Case Study of an Indian Woman CEO." In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, edited by Information Resources Management Association, 1720-1734. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-9020-1.ch084

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Abstract

This chapter examines the social media content posted by a woman Indian chief executive officer (CEO) on Twitter. The active involvement of CEO in communication activities influences the business effectiveness, performance, and standing of the business headed by her. Rstudio and Nvivo, two analytical tools, were used for different analysis such as tweets extraction and content analysis. The findings show the various themes in CEO communication which are categorized in different sectors in terms of her personal views (feelings and status updates), political views, and social concerns (ranging from education, women empowerment, governance, and policy support). The chapter extends the theoretical and empirical arguments for the importance of CEOs' social media communications. Finally, this research suggests that with a well-planned and strategic social media use, CEOs can create value for themselves and their businesses.

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