CEO COMMUNICATION IN THE DIGITAL AGE: CORPORATE REPUTATION AND STAKEHOLDER ENGAGEMENT ON LINKEDIN

Abstract

This study explores the role of CEOs' communication strategies on social media platforms in shaping corporate reputation. A review of Turkish academic databases such as Yöktez, Dergipark, and TrDizin reveals that LinkedIn is relatively underutilized in corporate communication studies compared to other platforms. Therefore, this study aimed to evaluate the LinkedIn posts shared by company CEOs. The posts of CEOs from the top 10 companies listed in the Turkey Reputation Index 2025, prepared by the Turkish Reputation Academy, were analyzed using the RepTrak reputation measurement model. A total of 163 posts, shared between October 1, 2024, and March 31, 2025, were examined between May 5–9, 2025. Data were collected through document analysis and evaluated using content analysis, both qualitative research methods. Findings show that while 90% of the CEOs had LinkedIn accounts, only 60% actively posted. Among RepTrak components, citizenship, products and services, work environment, innovation, and leadership were the most frequently emphasized, whereas performance and governance were the least mentioned. These findings suggest that LinkedIn is not only a professional networking site but also a strategic communication tool that plays a significant role in corporate reputation management.

Key words:Corporate Reputation, RepTrak, CEO, LinkedIn, stakeholder