Public opinions on social media: how to become a trustworthy leader in times of crisis

Purpose The study compares public opinions toward several heads of state in times of crisis across countries, especially during the conflict between Russia and Ukraine. Although recent studies have primarily addressed public sentiment during the COVID-19 pandemic, critical international conflicts continue to impact economic and political dynamics that need warrant examination. Design/methodology/approach Using social media data, this study utilizes content and sentiment analysis to assess public perceptions of leaders’ actions and communication strategies. Findings Findings indicate that most leaders elicited predominantly negative sentiment, with only two leaders viewed favorably. Originality/value A notable contribution of this study is the identification of communication patterns as pivotal in shaping public trust; leaders who failed to articulate a clear shared vision faced heightened negative sentiment, as ineffective communication fostered public distrust and anxiety. Although principles of ethical political leadership were observed in some responses, this study underscores that ethical leadership alone is insufficient. Transparent and strategic communication, particularly during crises, emerges as essential to aligning public perception and fostering trust, highlighting its importance as a core component of effective leadership in international conflicts.