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.

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 p...

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.