Viral leadership : algorithmic amplification and the rise of leadership fashions

This essay examines how AI-driven content curation reshapes leadership fashions through algorithmic amplification on social media platforms. Algorithms designed to maximize engagement selectively elevate certain leadership styles, such as authentic, servant, and transformational leadership, while marginalizing others, including transactional or directive approaches. Drawing on leadership fashion theory, an extension of management fashion theory, this essay analyzes how viral content, influencer dynamics, and algorithmic prioritization collectively construct contemporary leadership ideals. It highlights the central role of leadership gurus such as Simon Sinek, Brené Brown, and Gary Vaynerchuk, and critiques the risks of oversimplification and performative authenticity in algorithmically mediated leadership discourse. Using recent empirical findings and real-world examples, the analysis shows how emotionally resonant and morally charged content gains disproportionate visibility, potentially distorting leadership development and practice. This essay concludes by discussing implications for organizations, leadership education, and research, and calls for a renewed commitment to evidence-based leadership theory and practice in the face of algorithmic influence.