{"manuscript_title":"<b>Amplified Performativity of Business Leaders: </b><b>A Big Qualitative Social Media Data Analysis</b>","abstract":"This large longitudinal qualitative study advances the theory of performativity and leadership language in the digital era by investigating the power of performativity in both mitigating economic recession and driving economic expansion on a global scale. The research analyses more than a million tweets from 70 global business influencers, whose follower count ranges between 10,000 and 50 million. The dataset spans the entire Twitter activity of these influencers from March 2006 to August 2019, comprising more than 8.5 million linguistic tokens. Through the analysis of word frequencies, hashtags, and bigram networks, the study employs data mining techniques to guide an inductive thematic narrative analysis. The research theorizes the amplified performativity of business influencers’ language on social media, demonstrating that digital communication can significantly magnify performative effects compared to traditional speech. The empirical evidence reveals how influencers’ social media language contributes to setting new business trends, fostering optimism during the recession, and supporting the recovery from one of the most severe economic recessions to a period of unprecedented economic expansion by emphasizing business and customer growth. This study paves an interdisciplinary path for exploring the transformative power of social media in business and society.","keywords":["amplified performativity","leadership language","social media","power","economic cycle","big qualitative data"]}