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The authors also develop coding schemes and measurement scales for each dimension.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study provides a multi-dimensional paradigm as well as useful tools for future research on corporate leadership communication on social media.<\/jats:p><\/jats:sec>","DOI":"10.1108\/oir-09-2021-0484","type":"journal-article","created":{"date-parts":[[2021,10,20]],"date-time":"2021-10-20T20:28:28Z","timestamp":1634761708000},"page":"787-806","source":"Crossref","is-referenced-by-count":15,"title":["CEOs as corporate ambassadors: deciphering leadership communication via Twitter"],"prefix":"10.1108","volume":"46","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-2535-1467","authenticated-orcid":false,"given":"Tong","family":"Wu","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9695-1948","authenticated-orcid":false,"given":"Jonathan","family":"Reynolds","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3691-4934","authenticated-orcid":false,"given":"Jintao","family":"Wu","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8886-955X","authenticated-orcid":false,"given":"Bodo B.","family":"Schlegelmilch","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2021,10,21]]},"reference":[{"key":"key2022071415212754700_ref001","doi-asserted-by":"crossref","first-page":"184","DOI":"10.1016\/j.chb.2014.09.027","article-title":"Professional or interactive: CEOs' image strategies in the microblogging context","volume":"41","year":"2014","journal-title":"Computers in Human Behavior"},{"issue":"1","key":"key2022071415212754700_ref002","doi-asserted-by":"crossref","first-page":"278","DOI":"10.1108\/OIR-03-2019-0084","article-title":"Corporate disclosure via social media: a data science approach","volume":"44","year":"2020","journal-title":"Online Information Review"},{"issue":"7","key":"key2022071415212754700_ref003","doi-asserted-by":"crossref","first-page":"1180","DOI":"10.1108\/OIR-01-2017-0015","article-title":"Analysis of user-generated comments posted during live matches of the Cricket World Cup 2015","volume":"42","year":"2018","journal-title":"Online Information Review"},{"issue":"1","key":"key2022071415212754700_ref004","first-page":"93","article-title":"Talking trash: legitimacy, impression management, and unsystematic risk in the context of the natural environment","volume":"47","year":"2004","journal-title":"The Academy of Management Journal"},{"issue":"5","key":"key2022071415212754700_ref005","doi-asserted-by":"crossref","first-page":"595","DOI":"10.1108\/OIR-01-2017-0013","article-title":"Board structure and corporate disclosure via social media: an empirical study in the UK","volume":"42","year":"2018","journal-title":"Online Information Review"},{"issue":"7","key":"key2022071415212754700_ref006","doi-asserted-by":"crossref","first-page":"491","DOI":"10.1108\/07363761111181473","article-title":"Interactive or reactive? 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