Exploring the Value of Multi-Modal Corporate Influencers: A Case Study of Peloton Instructors’ Engagement, Community Building, and Branding Functions
Author:
Affiliation:
1. Department of Communication, Clemson University, South Carolina, USA
2. Department of Communication, University of Louisville, Kentucky, USA
Publisher
Informa UK Limited
Subject
Sociology and Political Science,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/1553118X.2022.2152341
Reference61 articles.
1. Employees as ambassadors: embracing new role expectations and coping with identity-tensions
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3. Social Media Influencers in Strategic Communication
4. Managing strategic influencer communication: A systematic overview on emerging planning, organization, and controlling routines
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