Purpose: Due to the development of social media in the country, it is essential that organizational leaders, the main factors shaping the organizational culture, acquire the necessary skills to use this new communicational platform. The aim of the researcher in this study is to examine changes in leadership style in organizations due to advent of social media.
Design/ methodology/ approach: The research method is Grounded Theory. The statistical population of this research is advertising agencies. Statistical samples were selected by judging method and snowball from elite groups working in advertising agencies. In this research, interviews with 12 people have reached saturation and theoretical adequacy.
Research Findings: The results showed that strategic thinking, personality traits of the leader and the leadership brand of the organization have been identified as the basis for changes in leadership style and perceptual, communicative and motivational indicators have been identified as its components. Also, organizational structure, economic factors, cultural factors and human capital of the organization are environmental factors affecting these changes.
Limitations & Consequences: Lack of similar research and lack of objective indicators to comparison in the country were also the most important limitations.
Practical Consequences: The study was conducted in the advertising industry, which challenges its generalizability to other areas to some extent.
Innovation or value of the Article: Article improves for better understanding of changes in organizational leadership style by using modern communication platforms (social media).
Paper Type: Research Paper