Mr. Tweet – A qualitative study examining the leader-follower dynamic on social media
(2025) FEKH49 20242Department of Business Administration
- Abstract
- Title: Mr. Tweet – A qualitative study examining the leader-follower dynamic on social media
Seminar date: 17th of January 2025
Course: FEKH49, Business Administration: Bachelor Degree Project in Organization Undergraduate Level, 15 credits
Authors: Natalie Hellman, Albin Persson, Kajsa Ridström
Supervisor: Nadja Sörgärde
Key words: Leadership, social media, X, supporters, and Elon Musk
Purpose: The purpose of this study is to nuance and concretize the dynamic between leaders and followers by exploring the interaction between these two parties. We also seek to provide new insights into the evolving nature of leadership in digital spaces.
Methodology: A qualitative document study with an interpretative and constructionist position... (More) - Title: Mr. Tweet – A qualitative study examining the leader-follower dynamic on social media
Seminar date: 17th of January 2025
Course: FEKH49, Business Administration: Bachelor Degree Project in Organization Undergraduate Level, 15 credits
Authors: Natalie Hellman, Albin Persson, Kajsa Ridström
Supervisor: Nadja Sörgärde
Key words: Leadership, social media, X, supporters, and Elon Musk
Purpose: The purpose of this study is to nuance and concretize the dynamic between leaders and followers by exploring the interaction between these two parties. We also seek to provide new insights into the evolving nature of leadership in digital spaces.
Methodology: A qualitative document study with an interpretative and constructionist position has been conducted to achieve the study's purpose and research question. Additionally, the chosen analysis method is a discourse analysis with a social psychological focus.
Theoretical perspectives: The theory chapter presents previous research within leadership as a social construction, involving a presentation of the social identity theory of leadership and the dual-agency model of leadership. Following this, leadership on social media is discussed with a focus on X as an interactive platform.
Empirical foundation: The empirical material consisting of posts, repost and comments by Elon Musk and his supporters are collected on X and presented in three sections. The empirical findings demonstrate that leadership on X is a collaborative process, and leaders and followers play an active role in reproducing the image of leadership. Additionally, the findings indicate the presence of group pressure among leaders and followers in leadership on social media.
Conclusions: The roles of leaders and followers are more interconnected than traditionally assumed. The empirical findings illustrate that leadership on social media is a reciprocal process where both parties shape the leader's image and identity, with peer pressure reinforcing mutual expectations. We developed an alternative version of the dual-agency model of leadership to illustrate the dynamic between followers and leaders better. This aided us in demonstrating that the roles between leaders and followers often blur in the social media context. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9184570
- author
- Hellman, Natalie LU ; Persson, Albin LU and Ridström, Kajsa LU
- supervisor
- organization
- course
- FEKH49 20242
- year
- 2025
- type
- M2 - Bachelor Degree
- subject
- keywords
- Leadership, social media, X, supporters, Elon Musk
- language
- English
- id
- 9184570
- date added to LUP
- 2025-02-11 15:47:16
- date last changed
- 2025-02-11 15:47:16
@misc{9184570,
abstract = {{Title: Mr. Tweet – A qualitative study examining the leader-follower dynamic on social media
Seminar date: 17th of January 2025
Course: FEKH49, Business Administration: Bachelor Degree Project in Organization Undergraduate Level, 15 credits
Authors: Natalie Hellman, Albin Persson, Kajsa Ridström
Supervisor: Nadja Sörgärde
Key words: Leadership, social media, X, supporters, and Elon Musk
Purpose: The purpose of this study is to nuance and concretize the dynamic between leaders and followers by exploring the interaction between these two parties. We also seek to provide new insights into the evolving nature of leadership in digital spaces.
Methodology: A qualitative document study with an interpretative and constructionist position has been conducted to achieve the study's purpose and research question. Additionally, the chosen analysis method is a discourse analysis with a social psychological focus.
Theoretical perspectives: The theory chapter presents previous research within leadership as a social construction, involving a presentation of the social identity theory of leadership and the dual-agency model of leadership. Following this, leadership on social media is discussed with a focus on X as an interactive platform.
Empirical foundation: The empirical material consisting of posts, repost and comments by Elon Musk and his supporters are collected on X and presented in three sections. The empirical findings demonstrate that leadership on X is a collaborative process, and leaders and followers play an active role in reproducing the image of leadership. Additionally, the findings indicate the presence of group pressure among leaders and followers in leadership on social media.
Conclusions: The roles of leaders and followers are more interconnected than traditionally assumed. The empirical findings illustrate that leadership on social media is a reciprocal process where both parties shape the leader's image and identity, with peer pressure reinforcing mutual expectations. We developed an alternative version of the dual-agency model of leadership to illustrate the dynamic between followers and leaders better. This aided us in demonstrating that the roles between leaders and followers often blur in the social media context.}},
author = {{Hellman, Natalie and Persson, Albin and Ridström, Kajsa}},
language = {{eng}},
note = {{Student Paper}},
title = {{Mr. Tweet – A qualitative study examining the leader-follower dynamic on social media}},
year = {{2025}},
}