JACINDA Ardern's Facebook Live sessions have "united" New Zealand against coronavirus, Scots academics say.
The "honesty and compassion" shown by Ardern in her live question and answer sessions and video diary updates shot from home helped to create the country's "team of five million", according to experts from four Scots universities.
A three-day lockdown imposed in capital Auckland on Wednesday came after the country achieved a 102-day run without a single case of Covid-19.
A total of 14 new cases have been reported there today, with 13 of these linked back to the four family members whose positive diagnoses were revealed earlier this week.
The remaining one case is an overseas arrival who is in quarantine.
Ardern said the "serious" situation is "being dealt with in an urgent but calm and methodical way".
In newly published research, communications specialists from Glasgow Caledonian University, Robert Gordon University, Edinburgh Napier and the University of the West of Scotland found the positive and consistent messaging used on social media by Ardern has helped create a sense of unity across the country.
Facebook Live is said to have allowed her to "open up a weekly dialogue" with citizens and make herself "accessible and relatable".
Other aspects of her handling, including classifying the Easter Bunny as a key worker and taking a 20% pay cut in solidarity with those made redundant, are said to have contributed to building a "collective shared experience" of Covid-19 and contributing to one of the world's lowest death rates from the virus.
The findings are based on analysis of around 40 speeches by the PM in March and April.
Dr David McGuire of Glasgow Caledonian University said: "The Covid-19 pandemic has severely tested the leadership and communication abilities of political leaders globally.
"Guiding an effective response to the global pandemic has required leaders to demonstrate not only effective planning and coordination skills but the ability to communicate clear consistent messages in an empathetic manner as well.
"Social media provides leaders with an unfiltered forum to transmit key messages to followers.
"Moreover, it allows leaders to reinforce or challenge narratives of their leadership approach and show their authentic self.
"Through the use of daily briefings, press conferences and Facebook Live broadcasts, Prime Minister Jacinda Ardern convinced New Zealand’s ‘team of five million’, to alter their behaviours and establish new social norms."
The paper is published in the journal Human Resource Development International.
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