New DATA BASE Paper

When CEOs become digital activists – opportunity or reputational risk?
The forthcoming paper “CEO Digital Activism and Its Impact on Corporate Reputation Management” (Marx, Brünker, Mirbabaie & Stieglitz, In Press) has been accepted at The DATA BASE for Advances in Information Systems!
CEOs are increasingly speaking out on political, social, and moral issues via social media – from sustainability and diversity to geopolitical conflicts. But what does this mean for corporate reputation? 
Based on 22 qualitative interviews with CEOs and communication experts, we find that CEO digital activism is a double-edged sword:
✅ It can strengthen corporate reputation
-CEOs act as powerful “megaphones” for industry change
-Their personal authenticity can transfer trust to the corporate brand
-They provide organizations with direct access to public discourse
⚠️ At the same time, it creates strategic liabilities
-Risk of misalignment between personal views and corporate strategy
-Increased exposure to social media firestorms
-Sunk costs when heavily investing in a CEO’s personal brand
The key takeaway: CEO digital activism is not just individual expression — it is a strategic interface between leadership, social media platforms, and corporate reputation management. Organizations need structured yet flexible frameworks to balance authenticity and alignment.
Marx, J., Brünker, F., Mirbabaie, M., & Stieglitz, S. (Forthcoming). CEO digital activism and its impact on corporate reputation management. The DATA BASE for Advances in Information Systems, In Press.