Building an Influencer CEO in times of crisis: a case study on the controversy involving the Tânia Bulhões brand

Abstract

This article observes, using a case study methodology, the role of the influencer CEO as a communication strategy to humanize brands and strengthen the connection with the public. The research investigates the crisis at Tânia Bulhões, triggered in January 2025, when consumers identified that its luxury tableware was available on Asian marketplaces at lower prices. In response, the brand integrated its CEO, Virgílio Bulhões, into the digital realm, revamping his personal profile. Building a CEO influencer requires authenticity and a consistent digital presence to ensure effective crisis management.