Newspaper executives’ positioning toward the evolving use of social media

Abstract

Organizational and leader-specific components are used to characterize newspaper executives’ positioning toward social media. From an online survey (n=159), Norwegian newspaper executives report on the efficacy of social media, organizational culture, and work-related role stressors. Employing principal components analysis and clustering methods, we identify four leadership types and find wide variation in social media attitudes and usage reflecting organizational strategic needs and capabilities, social media-related frustrations, culture, and competencies and tradition of the newspaper executives.