Personal Brand Creation in the Digital Age Theory, Research and Practice /

• Main Author: Grzesiak, Mateusz (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Pivot, 2018.
• Edition: 1st ed. 2018.
• Subjects: Branding (Marketing).; Internet marketing.; Public relations.; Leadership.; Industrial management.; Management.; Branding.; Online Marketing/Social Media.; Corporate Communication/Public Relations.; Business Strategy/Leadership.; Media Management.; Innovation/Technology Management.
• Physical Description: XVI, 185 p. 42 illus. online resource.
• ISBN: 9783319696973
• DOI: 10.1007/978-3-319-69697-3

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.