The CEO as an Influencer: The Case of Mauricio Russo and Casaideas (Chile)

Abstract

This research describes how Mauricio Russo, the late CEO of the Chilean retailer Casaideas, became an influencer on social media and managed to create emotional bonds between his brand and audiences. These connections allowed him to navigate various operational and communication threats (e.g., those related to the Covid-19 pandemic).

The case is justified by the significance that Russo had in the Chilean business and communication landscape. First, due to Casaideas’ positioning in the home improvement retail market, where it competes with major regional brands (Easy and Homecenter) as well as a global brand (Ikea). Second, because Russo played a key role in the company's corporate communication, serving not only as its face and primary voice but also exercising symbolic leadership at a national level in the fields of entrepreneurship and customer service excellence. Third, because after his passing—due to cancer—his legacy became evident among various stakeholders, highlighting the importance of his figure for both the company and the retail sector.

In this regard, although the comparison may seem exaggerated, Russo was to Casaideas and Chile something akin to what Steve Jobs was to Apple or what Elon Musk has been to Tesla.

The literature review focuses on two key areas. First, the increasing importance of the Chief Executive Officer in corporate communication management in recent years. Second, the branding management perspective known as ‘lovemarks,’ which characterizes brands that establish such a strong emotional bond with their stakeholders—e.g., consumers, employees, shareholders—that they are willing to support them even in adverse scenarios. This branding term coined by Roberts becomes relevant in this context, where brand communication strengthens and complements the CEO's role.

Both perspectives support the research design.

Using a case study methodology, the research first narrates the history of Casaideas to provide context and highlight Russo’s significance. It then analyzes his trajectory as a CEO influencer by drawing on four documentary sources: his original LinkedIn posts from March 2020 to September 2023 (when he passed away); his comments on Casaideas’ posts; posts and comments from other users on X (formerly Twitter) related to Russo and his management during the Covid-19 pandemic; and four interviews that Russo gave to various media outlets.

The analysis shows that Russo became a CEO influencer through a combination of a strategic discourse, which reflected his vision as an entrepreneur and business leader, and a community-oriented discourse, demonstrating awareness of the challenges faced by both his company and society. Two phenomena illustrate this duality well: the communication management of Casaideas and Russo during the Covid-19 pandemic and the potential crisis triggered by Ikea’s arrival in Chile.

Additionally, the study examines the reactions of users and customers following the CEO’s death, which further highlight his legacy.

The research concludes that the CEO’s personal brand became closely linked to the company’s brand, particularly through his social media engagement strategy—something unprecedented in Chile until then.

The authors have no current or past affiliation with Casaideas or Mauricio Russo, and this research did not receive any funding of any kind.