This research examines the influence of CEO versus brand communication on public engagement and digital activism during the Russia-Ukraine war. Brand communication refers to messages sent out through an organization's social media accounts, whereas CEO communication comes from the executive's personal account. The authors depart from an analysis of 236,119 tweets investigating the effects of message sender (CEO vs. brand), message framing (self vs. other), and message appeal (informational vs. emotional) on engagement (i.e., likes, retweets, and replies). To further understand, they subsequently deploy a 2×2 between-subjects design (N=608) that introduces scenarios where either a CEO or brand proposes a public policy campaign, advocating support for U.S. citizens (self-framing) or Ukrainian civilians (other-framing). Key findings reveal that CEO communications foster greater engagement and digital activism than brand messages. CEO communication that merges self-framed with informational or other-framed with emotional appeals outperforms brand messages regarding public engagement. Additionally, CEO campaigns centered on Ukrainian civilians amplify digital activism, mirroring findings when brands approach the war's implications for U.S. citizens. Together, these insights unveil the intricate dance of message sender, framing, and appeal during global geopolitical events, providing vital knowledge for organizations and policymakers aiming to optimize public backing in times of war.

中文翻译：

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EXPRESS：寻找正确的声音：首席执行官关于俄罗斯-乌克兰战争的沟通如何推动公众参与和数字行动主义

这项研究探讨了俄罗斯-乌克兰战争期间首席执行官与品牌传播对公众参与和数字行动主义的影响。品牌传播是指通过组织的社交媒体帐户发送的消息，而首席执行官传播则来自高管的个人帐户。作者对 236,119 条推文进行了分析，调查了消息发送者（CEO 与品牌）、消息框架（自我与他人）和消息诉求（信息与情感）对参与度（即点赞、转发和转发）的影响。回复）。为了进一步理解，他们随后部署了 2×2 受试者间设计（N=608），引入了首席执行官或品牌提出公共政策运动的场景，倡导支持美国公民（自我框架）或乌克兰平民（其他） - 框架）。主要调查结果表明，首席执行官的沟通比品牌信息更能促进参与度和数字行动主义。将自我框架与信息或其他框架与情感诉求相结合的首席执行官沟通优于有关公众参与的品牌信息。此外，以乌克兰平民为中心的首席执行官活动放大了数字激进主义，反映了品牌探讨战争对美国公民影响时的发现。这些见解共同揭示了全球地缘政治事件中信息发送者、框架和吸引力的复杂舞蹈，为旨在优化战时公众支持的组织和政策制定者提供了重要知识。