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The recent advances in information technology have provided new avenues for corporate executives to present themselves to and interact with internal and external stakeholders. We aim to examine the concept that electronic word-of-mouth (eWOM) in the realm of top managers and its consequences on job tenure. Although prior research provides evidence about influence of eWOM on various organizational outcomes, influence on top management career prospects including managerial survivability is not clear. In this study, we are interested in understanding how eWOM about top managers can affect managers’ career prospects. Specifically, we seek to answer two questions. Does eWOM about top managers in social media affect survivability in their current positions? If so, can managers’ participation in online community moderate this relation? We apply text mining techniques on publicly available social media posts about top managers to assess how public opinion influences survivability in their positions.

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The Role of Electronic Word-of-Mouth on Stakeholders’ Perceptions: Can Online Opinion Impact Managers’ Futures?

The recent advances in information technology have provided new avenues for corporate executives to present themselves to and interact with internal and external stakeholders. We aim to examine the concept that electronic word-of-mouth (eWOM) in the realm of top managers and its consequences on job tenure. Although prior research provides evidence about influence of eWOM on various organizational outcomes, influence on top management career prospects including managerial survivability is not clear. In this study, we are interested in understanding how eWOM about top managers can affect managers’ career prospects. Specifically, we seek to answer two questions. Does eWOM about top managers in social media affect survivability in their current positions? If so, can managers’ participation in online community moderate this relation? We apply text mining techniques on publicly available social media posts about top managers to assess how public opinion influences survivability in their positions.