Leadership communication on LinkedIn during the times of COVID-19

This Master thesis focuses on the communication of CEOs of selected socially responsible companies on the social network LinkedIn during the times of the COVID-19 pandemic, particularly between January and July 2020. The goal of this thesis was to provide concrete guidance for top managers and their online communication in a similar scenario. At the same time, it also focused on traditional models of managerial communication and their applicability on the analysed sample. The thesis used qualitative coding to identify topics prevalent in communication on LinkedIn. These topics were then analysed using both qualitative and quantitative methods. The final part of this thesis identifies recommended approaches of managerial communication in a similar scenario. Simultaneously, the thesis revisited theoretical models of managerial communication and enriched them with observations from the studied sample.