The Influence of Social Media on Leadership Styles and Behaviour

Abstract

Social media has transformed leadership by reshaping communication patterns, authority structures, and follower expectations in organisational and social contexts. This study examines the influence of social media on transformational and transactional leadership behaviours through a systematic literature review of peer-reviewed articles, books, and literature published between 2005 and 2025. Databases searched included Scopus, Web of Science, JSTOR, and Google Scholar, using keywords such as “social media and leadership,” “digital leadership,” “transformational leadership online,” and “transactional leadership social media.” Thematic analysis revealed that social media amplifies transformational leadership by enhancing visibility, emotional engagement, narrative influence, and participatory interaction. Digital platforms facilitate inspirational motivation, idealised influence, intellectual stimulation, and relational connectivity, contingent on perceived authenticity and ethical consistency. Transactional leadership is similarly reconfigured, with public recognition, digital feedback, and informal reward and sanction systems shaping behavioural compliance and accountability. Leaders who integrate online and offline practices demonstrate greater effectiveness, fostering trust, commitment, and organisational alignment. The findings underscore the hybrid nature of contemporary leadership, in which digital and traditional behaviours interact to influence follower perception and organisational outcomes. The study also identifies gaps in longitudinal research, cross-cultural comparisons, and platform-specific leadership strategies, offering directions for future empirical investigation. In practice, the study recommends leadership development programmes, organisational policies, and strategic guidance that address the ethical, participatory, and reputational dimensions of digital leadership.