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Personal brand creation in the digital age = theory, research and practice /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Personal brand creation in the digital age/ by Mateusz Grzesiak.
Reminder of title:	theory, research and practice /
Author:	Grzesiak, Mateusz.
Published:	Cham :Springer International Publishing : : 2018.,
Description:	xvi, 185 p. :ill., digital ; : 24 cm.;
Contained By:	Springer eBooks
Subject:	Branding (Marketing) -
Online resource:	http://dx.doi.org/10.1007/978-3-319-69697-3
ISBN:	9783319696973

Personal brand creation in the digital age = theory, research and practice /
Grzesiak, Mateusz.

Personal brand creation in the digital agetheory, research and practice /[electronic resource] :by Mateusz Grzesiak. - Cham :Springer International Publishing :2018. - xvi, 185 p. :ill., digital ;24 cm.

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.

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.

ISBN: 9783319696973

Standard No.: 10.1007/978-3-319-69697-3doiSubjects--Topical Terms:

568096
Branding (Marketing)

LC Class. No.: HF5415.1255 / .G794 2018

Dewey Class. No.: 658.827

Personal brand creation in the digital age = theory, research and practice /
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520 $a 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.
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