CEO Activism and the Backfire Effect: Lessons from Erspo’s Reputational Crisis and the Mechanics of Digital Spillover

Rani amartha Aurelia; Irvani Saputri; Naswa aulia Rahmawati; Pramudya Ibnu Subrata

doi:10.63922/citaconomia.v5i01.3096

Rani amartha Aurelia Universitas Slamet Riyadi Surakarta
Irvani Saputri Universitas Slamet Riyadi Surakarta
Naswa Aulia Rahmawati Universitas Slamet Riyadi Surakarta
Pramudya Ibnu Subrata Universitas Slamet Riyadi Surakarta

DOI: https://doi.org/10.63922/citaconomia.v5i01.3096

Keywords: CEO Activism, Digital Humility, Reputation Spillover, Situational Crisis Communication Theory (SCCT), Empathy-First Model, PR Governance

Abstract

The digital landscape of 2026 has witnessed a fundamental transformation in public relations, where the Chief Executive Officer (CEO) serves as a symbolic manifestation of corporate identity. This conceptual article examines the "reputational spillover" phenomenon, where an executive’s personal digital behavior directly impacts institutional legitimacy. Using a descriptive qualitative method and a literature study approach, this research analyzes the communication crisis of the sportswear brand Erspo (2024-2025). The study identifies that the crisis escalated from technical product criticism to a systemic character crisis due to the leader's defensive and confrontational social media responses.

Findings reveal that in identity-driven markets like Indonesia, digital arrogance from leadership triggers collective anger, especially when national symbols are involved. This research proposes the "Empathy-First" Model, which advocates for the separation of personal communication authority and official corporate channels during a crisis. Furthermore, the study introduces the concept of PR Governance for Executives, emphasizing digital humility and emotional intelligence as essential safeguards against "cancel culture." Ultimately, the article concludes that institutional stability in the digital era depends on the leader's ability to synchronize their digital persona with public ethical expectations, transforming potential crises into opportunities for strengthening stakeholder trust.

Author Biographies

Rani amartha Aurelia, Universitas Slamet Riyadi Surakarta

Slamet Riyadi University (UNISRI) is one of the leading private higher education institutions in Surakarta, dedicated to integrating the heroic values of national struggle into a dynamic and modern educational system. As the university’s academic heart, the Faculty of Economics (FE) stands as a progressive institution with a primary focus on developing competencies in Management and Accounting through competitively accredited programs. The faculty is widely recognized for its responsive approach to digital transformation, particularly in examining contemporary economic phenomena such as financial inclusion through QRIS, as well as the dynamics of business communication and strategic leadership in the social media era.

Through a research-based curriculum, FE UNISRI encourages students to develop sharp analytical skills relevant to both the regional context of Surakarta and the broader global market. This is supported by state-of-the-art facilities, including the Indonesia Stock Exchange (IDX) Investment Gallery, Tax Center, and banking laboratories, which facilitate the synchronization of academic theory with real-world industrial practice. By combining a tradition of disciplined character with cutting-edge technological innovation, the Faculty of Economics consistently produces graduates who are not only intellectually superior but also possess high integrity and adaptability in facing future challenges of reputational crises and economic disruption.

Irvani Saputri, Universitas Slamet Riyadi Surakarta

Slamet Riyadi University (UNISRI) is one of the leading private higher education institutions in Surakarta, dedicated to integrating the heroic values of national struggle into a dynamic and modern educational system. As the university’s academic heart, the Faculty of Economics (FE) stands as a progressive institution with a primary focus on developing competencies in Management and Accounting through competitively accredited programs. The faculty is widely recognized for its responsive approach to digital transformation, particularly in examining contemporary economic phenomena such as financial inclusion through QRIS, as well as the dynamics of business communication and strategic leadership in the social media era.

Through a research-based curriculum, FE UNISRI encourages students to develop sharp analytical skills relevant to both the regional context of Surakarta and the broader global market. This is supported by state-of-the-art facilities, including the Indonesia Stock Exchange (IDX) Investment Gallery, Tax Center, and banking laboratories, which facilitate the synchronization of academic theory with real-world industrial practice. By combining a tradition of disciplined character with cutting-edge technological innovation, the Faculty of Economics consistently produces graduates who are not only intellectually superior but also possess high integrity and adaptability in facing future challenges of reputational crises and economic disruption.

Naswa Aulia Rahmawati, Universitas Slamet Riyadi Surakarta

Slamet Riyadi University (UNISRI) is one of the leading private higher education institutions in Surakarta, dedicated to integrating the heroic values of national struggle into a dynamic and modern educational system. As the university’s academic heart, the Faculty of Economics (FE) stands as a progressive institution with a primary focus on developing competencies in Management and Accounting through competitively accredited programs. The faculty is widely recognized for its responsive approach to digital transformation, particularly in examining contemporary economic phenomena such as financial inclusion through QRIS, as well as the dynamics of business communication and strategic leadership in the social media era.

Through a research-based curriculum, FE UNISRI encourages students to develop sharp analytical skills relevant to both the regional context of Surakarta and the broader global market. This is supported by state-of-the-art facilities, including the Indonesia Stock Exchange (IDX) Investment Gallery, Tax Center, and banking laboratories, which facilitate the synchronization of academic theory with real-world industrial practice. By combining a tradition of disciplined character with cutting-edge technological innovation, the Faculty of Economics consistently produces graduates who are not only intellectually superior but also possess high integrity and adaptability in facing future challenges of reputational crises and economic disruption.

Pramudya Ibnu Subrata, Universitas Slamet Riyadi Surakarta

Slamet Riyadi University (UNISRI) is one of the leading private higher education institutions in Surakarta, dedicated to integrating the heroic values of national struggle into a dynamic and modern educational system. As the university’s academic heart, the Faculty of Economics (FE) stands as a progressive institution with a primary focus on developing competencies in Management and Accounting through competitively accredited programs. The faculty is widely recognized for its responsive approach to digital transformation, particularly in examining contemporary economic phenomena such as financial inclusion through QRIS, as well as the dynamics of business communication and strategic leadership in the social media era.

Through a research-based curriculum, FE UNISRI encourages students to develop sharp analytical skills relevant to both the regional context of Surakarta and the broader global market. This is supported by state-of-the-art facilities, including the Indonesia Stock Exchange (IDX) Investment Gallery, Tax Center, and banking laboratories, which facilitate the synchronization of academic theory with real-world industrial practice. By combining a tradition of disciplined character with cutting-edge technological innovation, the Faculty of Economics consistently produces graduates who are not only intellectually superior but also possess high integrity and adaptability in facing future challenges of reputational crises and economic disruption.