Management Leadership Visibility: A Marketing Asset for Engaging Millennials

Authors

  • Jones Mathew Great Lakes Institute of Management, Gurgaon
  • Anirban Chaudhuri Great Lakes Institute of Management, Gurgaon
  • Akhter Rather Great Lakes Institute of Management, Gurgaon https://orcid.org/0000-0002-4616-6562

DOI:

https://doi.org/10.34190/ecmlg.18.1.589

Keywords:

Management Leadership, Media Visibility, NLP, web scraping, transparency

Abstract

This study explores whether media visibility of corporate leaders can be used for engaging with millennials. Millennials continue to form a lucrative customer segment. Corporate leaders are using media aggressively to be visible. This paper uses NLP-based web scraping tools, and quantitative surveys to collect structured and unstructured data from 206 millennials studying in a postgraduate business program to determine their perception of media visible corporate leaders with their (millennials’) engagement with brands of the company. Findings suggest, that millennials believe media visibility of a corporate leader can positively impact the business outcomes while they do not necessarily buy brands or products based on the leader’s visibility. There is hardly any gender-based difference on this count. Theoretical and managerial implications are discussed.

Author Biography

Akhter Rather, Great Lakes Institute of Management, Gurgaon

Assistant Professor, Analytics Department

Downloads

Published

2022-11-04