Examination of the Digital Leadership Exhibited by the Minister of Health Fahrettin Koca in the Covid-19 Outbreak with the Analytical Hierarchy Process (Twitter Case Study)

Abstract

Purpose - To reveal the importance level of the digital leadership that the Minister of Health Fahrettin Koca exhibited to guide the behaviors of his followers with whom he interacts with his Twitter posts, by considering the likes, comments and retweets.

Design/methodology/approach – In this study, a database was generated with 1182 tweets shared by Fahrettin Koca and the number of likes, comments and retweets belonging to these tweets. The content analysis and heuristic fuzzy analytical hierarchy analysis were applied to this database in an integrated manner.

Findings - Considering the number of likes, comments and retweets of the tweets associated with the leadership exhibited by Fahrettin Koca in fighting with Covid-19, the most important leadership dimension is vision. It is followed by purpose, education, emulation and action dimensions, respectively. The importance of the retweets regarding the posts of Twitter of Fahrettin Koca is higher than the likes and comments.

Discussion - Fahrettin Koca attaches importance to be acquired of a healthy vision in fight with Covid- 19 by his followers. In this manner, retweet is important in interaction with followers in order to contribute to the achievement of public health.