DIGITAL LEADERSHIP IN MANAGEMENT: SOCIAL NETWORK ANALYSIS ON X DATA

X, the second most popular social networking site in Malaysia, is a platform for sharing news, messages, photos, and short videos with a large audience. X generates vast amounts of data, which can be valuable for understanding online social communities and trending topics. However, there is a gap in understanding how leaders discuss and address these challenges in public discourse, particularly on digital platforms like X (formerly Twitter). Despite the growing importance of digital leadership, little is known about the key influencers driving discussions related to digital leadership in management. This research identifies key influencers in X discussions on digital leadership in management. This study conducted a social network analysis and content analysis of X data collected over a period (from January 1, 2023, to October 10, 2024). Influential users were examined via clusters in social network graphs. NodeXL Pro was used to extract data efficiently and public usernames were collected to map network edges. The findings found the ten most important X users and URLs within a network of 139 tweets. The main findings suggest that digital leadership is essential in the evolving work environment, especially for distributed and hybrid teams. Digital leaders must master digital tools, emotional intelligence, and collaboration skills to lead virtual teams. The research emphasizes that digital leadership goes beyond technical competence, requiring the ability to manage emotions, reduce stress, and foster innovation. To address these challenges, online leadership courses are becoming popular, offering practical, multimedia-rich content focused on modern team dynamics. Leaders must also embrace AI and continuously adapt to maintain operational efficiency and human connection, ensuring long-term success in a technology-driven world. In conclusion, continuous learning, adaptability, and a focus on human connection will define successful leadership in this rapidly evolving landscape, ensuring both team well-being and organizational success.