Public Opinions on Social Media: How to Become a Trustworthy Leader in Times of Crisis

Jun 29, 2026

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The study compares public opinions toward heads of state during international crises, with particular attention to the Russia–Ukraine conflict, extending beyond COVID-19–focused research. Social media data are used for content and sentiment analysis to evaluate perceptions of leaders’ actions and communication strategies. Results show predominantly negative sentiment across most leaders, with only two viewed favorably. Communication patterns are identified as pivotal for trust formation: unclear shared vision and ineffective communication increase distrust and anxiety, while ethical leadership alone is insufficient; transparent, strategic crisis communication is essential.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages18

Reading Time45 min

Abstract

Introduction

Research purpose and approach

Findings and discussion

Originality and value

FAQs

What does the study compare during times of crisis?

It compares public opinions toward several heads of state across countries, especially during the Russia–Ukraine conflict.

How is public sentiment toward leaders measured?

Using social media data with content and sentiment analysis to assess perceptions of leaders’ actions and communication strategies.

What are the main findings about public sentiment toward leaders?

Most leaders elicit predominantly negative sentiment, and only two leaders are viewed favorably.

Why does the study argue trust changes on social media during crises?

Leaders who fail to articulate a clear shared vision and communicate ineffectively face heightened negative sentiment; transparent, strategic communication is presented as essential, and ethical leadership alone is not sufficient.

Jun 29, 2026

Upload by Himbo