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

By: Material type: TextTextSeries: Palgrave pivotPublisher: Cham, Switzerland : Palgrave Macmillan, [2018]Copyright date: ©2018Description: xvi, 185 pages : illustrations ; 22 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 3319696963
  • 9783319696966
Subject(s): DDC classification:
  • 658.827 23 G.M.P
LOC classification:
  • HF5415.1255 .G79 2018
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 Poland: Comparative Analysis Based on Academic Literature and Published Marketing Studies -- 5. Personal Branding Using YouTube in the United States and in Poland, as Shown by the Results of Empirical Research -- 6. Research Results, Verification of Research Hypotheses and Recommendations for Practice -- Index.
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--back cover.
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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Books Books Main library B8 Faculty of Economics & Political (Economics) 658.827 G.M.P (Browse shelf(Opens below)) 1 Available 00015865

Includes bibliographical references and index.

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 Poland: Comparative Analysis Based on Academic Literature and Published Marketing Studies -- 5. Personal Branding Using YouTube in the United States and in Poland, as Shown by the Results of Empirical Research -- 6. Research Results, Verification of Research Hypotheses and Recommendations for Practice -- Index.

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--back cover.

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