Exploring the Value of Multi-Modal Corporate Influencers: A Case Study of Peloton Instructors’ Engagement, Community Building, and Branding Functions

Abstract

ABSTRACT Despite a growing body of research around social media influencers (SMIs), relatively few studies have sought to examine the role of corporate influencers, or employees that act in the name of the organizational brand and positively influence its perception among publics and stakeholders. Even fewer have extended the study of SMIs beyond social media to include additional online or offline modalities. Addressing these gaps, this manuscript adopts a case study approach of Peloton instructors as multi-modal corporate influencers. Through in-depth interviews with current Peloton users, this study identified several themes regarding how Peloton instructors engage, build community, and help with the branding of Peloton. Results from this study suggest that when corporate influencers adopt a multi-modal approach that extends beyond social media, their potential to exert greater influence on external organizational stakeholders is enhanced.