Personal Brand Creation in the Digital Age : Theory, Research and Practice / by Mateusz Grzesiak.
Grzesiak, Mateusz, author.
2018
HF5415.1255
Available Online

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Title Personal Brand Creation in the Digital Age : Theory, Research and Practice / by Mateusz Grzesiak.
Author Grzesiak, Mateusz, author.
ISBN 9783319696973
3319696971
3319696963
9783319696966
3319696963
9783319696966
DOI https://doi.org/10.1007/978-3-319-69697-3
Published Cham : Springer International Publishing : Imprint : Palgrave Pivot, 2018.
Language English
Description 1 online resource (XVI, 185 pages 42 illustrations) : online resource
Other Standard Identifiers 10.1007/978-3-319-69697-3 doi
9783319696966
Call Number HF5415.1255
Dewey Decimal Classification 658.827
Summary Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice. Describing how social media can increase brand profiles online, it explains basic terms before investigating the cultural context for online personal branding. With a special focus on YouTube, the author provides a comparative analysis of two countries (USA and Poland) to open further avenues for research into this growing area. An essential read for management and marketing scholars, this study outlines and explores the evolution of media in the digital age from a business perspective, and offers a thought-provoking analysis for those interested in social media.
Access Note Access limited to authorized users.
Digital File Characteristics text file PDF
Available in Other Form Print version: 9783319696966
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Record Appears in Online Resources > Ebooks
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1. Introduction
2. Personal branding
Its Essence, Goals and Classification
3. Personal branding and the Challenges of the Information Revolution
4. Personal branding on YouTube in the United States and in Poland: Comparative Analysis based on Academic Literature and Published Marketing Studies
5. Personal branding using of YouTube in the United States and in Poland, as shown by the Results of Empirical Research
6. Research Results, Verification of Research Hypotheses and Reccommendations for Practice.

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