Gender differences in leaders’ crisis communication : a sentiment-based analysis of German higher education leaderships’ online posts

DATA AVAILABILITY STATEMENT : On reasonable request, the corresponding author will share the article’s data. ; This study examined the communication styles of rectors and vice-rectors of German public universities during the COVID-19 pandemic to explore the influence of gender on leadership communication. We collected data from social media and university websites; and analysed the language used to identify transformational, transactional, and servant leadership styles. Our results showed that female leaders demonstrated more positive communication than men and a stronger preference for transformational leadership, while male leaders tended to use a transactional style. Additionally, we found that both male and female leaders exhibited a high degree of empathetic concern for their stakeholders, contributing to the overall positive tone of communication. These findings suggest that gender may play a role in how university leaders communicate during times of crisis, highlighting the importance of inclusive and compassionate leadership in higher education. ; https://www.tandfonline.com/loi/cshe20 ; hj2023 ; Gordon Institute of Business Science (GIBS)