rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Personal Brand Creation in the Digital Age
    sub title: Theory, Research and Practice
  name:
    name part: Grzesiak, Mateusz.
    role:
      role term: creator
    role:
      role term: author.
    role:
      role term: aut
    role:
      role term: http://id.loc.gov/vocabulary/relators/aut
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  origin info:
    place:
      place term: gw
    date issued: 2018
    edition: 1st ed. 2018.
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: electronic
    form: electronic resource
    reformatting quality: access
    form: remote
    extent: XVI, 185 p. 42 illus. online resource.
  abstract: 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.
  table of contents: 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.
  note: by Mateusz Grzesiak.
  subject:
    topic: Branding (Marketing)
  subject:
    topic: Internet marketing
  subject:
    topic: Public relations
  subject:
    topic: Leadership
  subject:
    topic: Industrial management
  subject:
    topic: Management
  subject:
    topic: Branding
  subject:
    topic: Online Marketing/Social Media
  subject:
    topic: Corporate Communication/Public Relations
  subject:
    topic: Business Strategy/Leadership
  subject:
    topic: Media Management
  subject:
    topic: Innovation/Technology Management
  classification: HF5415.1255
  classification: 658.827
  related item:
    title info:
      title: Springer eBooks
  identifier: 9783319696973
  identifier: https://doi.org/10.1007/978-3-319-69697-3
  record info:
    record creation date: 180320
    record change date: 20190703141800.0
    record identifier: 978-3-319-69697-3