Is it worthwhile for executives to spend time on social media? Evidence from China

Yu Zhang; Qingfeng Zeng; Xiya Wang; Weiguo Fan

doi:10.1016/j.jbusres.2026.116359

Back

Is it worthwhile for executives to spend time on social media? Evidence from China

Journal article

Peer reviewed

Is it worthwhile for executives to spend time on social media? Evidence from China

Yu Zhang, Qingfeng Zeng, Xiya Wang and Weiguo Fan

Journal of business research, Vol.216, 116359

11/2026

DOI: 10.1016/j.jbusres.2026.116359

View Online

Abstract

Executives’ online personal brands are regarded as important intangible assets. This research conceptualizes executives’ online personal brands as a form of corporate advertising. Drawing on principles from advertising effectiveness and cognitive balance theory, we examine their influence on corporate performance. Using data from 3,702 Chinese A-share listed companies, our empirical analysis reveals that executives’ online personal brands positively affect corporate performance. Furthermore, we find that brand visibility and brand attention, as key dimensions of online personal brands, independently contribute to enhanced corporate performance, with corporate reputation as a crucial mediator. Propensity score matching is employed to address endogeneity concerns. This research enriches digital branding literature by exploring the strategic role of executives’ online personal brands in driving corporate success. It offers actionable insights for executives and firms seeking to leverage personal branding for corporate success in the digital age.

Advertising effect

Brand attention

Brand visibility

Corporate performance

Corporate reputation

Online personal brands

Details

Title: Subtitle: Is it worthwhile for executives to spend time on social media? Evidence from China
Creators: Yu Zhang - Shanghai University of Finance and Economics
Qingfeng Zeng - Shanghai University of Finance and Economics
Xiya Wang - Shanghai University of Finance and Economics
Weiguo Fan - University of Iowa
Resource Type: Journal article
Publication Details: Journal of business research, Vol.216, 116359
DOI: 10.1016/j.jbusres.2026.116359
ISSN: 0148-2963
eISSN: 1873-7978
Publisher: Elsevier Inc
Grant note: Major Program of National Natural Science Foundation of China: 72394360, 72394364
This study was supported by "the Major Program of National Natural Science Foundation of China (Grant number: 72394360, 72394364) ".
Language: English
Electronic publication date: 06/30/2026
Date published: 11/2026
Academic Unit: Business Analytics
Record Identifier: 9985179093002771

Metrics

2 Record Views