Features Shaping the Image of the Leaders of Telecommunications Organisations in Lithuanian Online Media / Telekomunikacijų bendrovių vadovų įvaizdžio formavimo ypatumai Lietuvos interneto žiniasklaidoje

The study analyzes the components of the image of telecommunications sector organizations and discusses theoretical aspects. The purpose of this study is to determine what image of the managers of Telia, Tele2 and Bitė is being created in the Lithuanian online media in 2020. The results obtained may be useful for the management of companies operating in the telecommunications sector and other researchers who may extend the research conducted. In order to implement the tasks set in the work, the article uses several methods: first, the method of analysis and synthesis of scientific literature is used, the concept and features of organizational image are presented. The variety of image concepts is revealed and the main differences are distinguished. The specifics of communication of telecommunications company managers are analyzed. The results of an empirical study aimed at investigating what image of the managers of telecommunications companies operating in Lithuania, Telia, Tele2 and Bitė, is being formed in the online media in 2020 are presented and analyzed. It was found that the CEO of Tele2, Petras Masiulis, communicates the most, and the CEO of Telia, Danas Strömberg, communicates the least. Of the CEOs of telecommunications companies, Telia, Tele2, and Bitė, the CEO of Tele2, P. Masiulis, has the best and most solid image in the Internet media: his image was most often seen, he is always depicted as a positive, self-confident, restrained, and solid leader. Analyzing the relationship between telecommunications companies’ investments in advertising and the image of company CEOs in the Internet media, it can be stated that companies’ investments in advertising are partially related to the frequency of communication of company CEOs and their positive positioning in the Internet media.