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Does the CMO’s personality matter for web traffic? Evidence from technology-based new ventures

Author

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  • Hans-Jörg Winkler

    (TU Dortmund University)

  • Verena Rieger

    (TU Dortmund University)

  • Andreas Engelen

    (Heinrich-Heine-University Düsseldorf)

Abstract

This study investigates whether the personalities of Chief Marketing Officers (CMOs) of technology-based new ventures affect how the increasing maturity of new ventures translates into web traffic. Drawing on upper echelon theory and the interactionist theory of job performance, we explain how certain personality traits from the five-factor model are relevant to the job demands a CMO faces in technology-based new ventures. We build a multi-source dataset on 627 new ventures and use a novel approach to measuring personality that is based on computer text analysis—specifically, the LIWC application—which we apply to the CMOs’ Twitter accounts. Our findings indicate that a CMO’s extraversion positively moderates the relationship between a new venture’s maturity and web traffic, while a CMO’s conscientiousness is a negative moderator of this relationship. These results have useful theoretical and practical implications for the role of the CMO and for marketing new ventures in general.

Suggested Citation

  • Hans-Jörg Winkler & Verena Rieger & Andreas Engelen, 2020. "Does the CMO’s personality matter for web traffic? Evidence from technology-based new ventures," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 308-330, March.
    • Handle: RePEc:spr:joamsc:v:48:y:2020:i:2:d:10.1007_s11747-019-00671-9
    DOI: 10.1007/s11747-019-00671-9
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    Cited by:

    1. Ya You & Shuba Srinivasan & Koen Pauwels & Amit Joshi, 2020. "How CEO/CMO characteristics affect innovation and stock returns: findings and future directions," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1229-1253, November.
    2. Fisch, Christian & Block, Jörn H., 2021. "How does entrepreneurial failure change an entrepreneur's digital identity? Evidence from Twitter data," Journal of Business Venturing, Elsevier, vol. 36(1).
    3. Mora Cortez, Roberto & Ghosh Dastidar, Ayan, 2022. "A longitudinal study of B2B customer engagement in LinkedIn: The role of brand personality," Journal of Business Research, Elsevier, vol. 145(C), pages 92-105.
    4. Sharma, Amalesh & Yashaswy Akella, Laxminarayana & Bikash Borah, Sourav, 2022. "Knowledge structure of Chief Marketing Officers (CMOs): A review, bibliometric analysis, and research agenda," Journal of Business Research, Elsevier, vol. 151(C), pages 448-462.
    5. Kimberly A. Whitler & Ben Lee & Sarah Young, 2022. "The impact of boards of directors on chief marketing officer performance: Framing and research agenda," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 116-136, June.
    6. L. Georg-Schaffner & E. Prinz, 2022. "Corporate management boards’ information security orientation: an analysis of cybersecurity incidents in DAX 30 companies," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 26(4), pages 1375-1408, December.

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