University Honors

In the digital era, the role of CEOs extends beyond the boardroom into the area of social media, where leadership authenticity and trust are shaped by online self-presentation. This study explores how personal and professional content shared on platforms such as Instagram and LinkedIn influences public perceptions of CEOs' authenticity and trustworthiness. Using the Authentic Leadership Theory (ALT) and the Multidimensional Trust Model (MDMT) as analytical frameworks, the study evaluates five prominent CEOs through participant surveys based on real social media posts. The survey was conducted with 100 participants who evaluated five high-profile CEOs, Mark Zuckerberg, Chris Kempczinski, Jim Farley, Albert Bourla, and David Solomon, based on their real Instagram and LinkedIn posts. Each CEO’s content was balanced with personal and professional pictures, and participants rated them across seven theoretical traits. Results reveal that David Solomon was perceived as the most authentic and trustworthy overall, followed by Albert Bourla. In contrast, Zuckerberg and Kempczinski received the lowest scores across both models. The findings suggest that while personal content can humanize a leader, it is not enough to override negative perceptions rooted in broader media narratives. This study highlights the importance of aligning social media strategy with leadership integrity and public expectations. Results reveal that traits such as transparency, moral integrity, and relational openness significantly affect how leaders are perceived online. The findings highlight the importance of strategic self-disclosure, emotional relatability, and consistent digital messaging in building effective leadership personas. Ultimately, the study underscores that leadership in the digital age demands authenticity not only in action but in communication. Transforming social media into a platform for both connection and credibility.