CEO Icon to GOP Hopeful: A Quantitative Analysis Exploring Politically Motivated Celebrity CEOs

Abstract

This study examined the perceptions of celebrity CEOs potentially transitioning to political candidates. Using Carly Fiorina's campaign for Senator of California, this study identified how young voters perceive celebrity CEOs as politicians, their identification of celebrity CEOs, and the evaluations of CEOs and their companies. Results indicate a more favorable evaluation of Fiorina resulted in a more favorable reaction to Hewlett- Packard. Results also confirm the use of media messages to prime young voters about political candidates. Finally, political party affiliation was found to significantly influence the findings of this study while gender and political cynicism did not. Theoretical implications and areas of future research in celebrity and politics are discussed.