Management Leadership Visibility: A Marketing Asset for Engaging Millennials


  • Jones Mathew Great Lakes Institute of Management, Gurgaon
  • Anirban Chaudhuri Great Lakes Institute of Management, Gurgaon
  • Akhter Rather Great Lakes Institute of Management, Gurgaon



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


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