This study investigates the posting strategies of CEOs of Latin American companies on LinkedIn and their impact on engagement. It examines activity levels and types of presence, and engagement rates. Based on a quantitative analysis, the results reveal that executives in this region have a significantly lower frequency of posting on LinkedIn compared to the averages recommended by experts. Regarding the type of presence, CEOs are "content creators" and mainly post their own content. The engagement analysis shows discrepancies between own and hybrid posts. Due to the originality of own content, it receives better engagement rates than hybrid posts. The findings reveal that most Latin American CEOs adopt a "passive funnel" posting strategy on LinkedIn, which is characterized by low activity and own content. It is striking that CEOs with a more passive approach tend to have higher engagemen...

Several studies on CEO communication via social media have highlighted the need to assess the fulfillment of the theoretical promise of dialogue. This paper analyzes the interactivity strategies employed by Latin American CEOs on LinkedIn and their impact on engagement. The research focuses on three variables: general communication approaches, communication resources, and level of engagement generated by CEO posts. CEOs were selected based on the América Economía 500 ranking. Of the 327 CEOs identified on LinkedIn, 7 461 posts from 244 active accounts were analyzed. The findings reveals several predominant trends: most CEOs adopt an informative approach and achieve higher levels of engagement. They primarily use expository resources such as text and graphics, with limited use of interactive resources such as participatory ones. Overall, Latin American CEOs on L...

Several studies on CEO communication via social media have highlighted the need to assess the fulfillment of the theoretical promise of dialogue. This paper analyzes the interactivity strategies employed by Latin American CEOs on LinkedIn and their impact on engagement. The research focuses on three variables: general communication approaches, communication resources, and level of engagement generated by CEO posts. CEOs were selected based on the América Economía 500 ranking. Of the 327 CEOs identified on LinkedIn, 7 461 posts from 244 active accounts were analyzed. The findings reveals several predominant trends: most CEOs adopt an informative approach and achieve higher levels of engagement. They primarily use expository resources such as text and graphics, with limited use of interactive resources such as participatory ones. Overall, Latin American CEOs on L...