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Personal Brand Creation in the Digital Age: Theory, Research and Practice de Mateusz Grzesiak

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

Autor Mateusz Grzesiak
en Limba Engleză Paperback – 3 ian 2019
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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Specificații

ISBN-13: 9783030099077
ISBN-10: 3030099075
Dimensiuni: 148 x 210 mm
Greutate: 0.25 kg
Ediția:Softcover reprint of the original 1st ed. 2018
Editura: Springer
Colecția Palgrave Pivot
Locul publicării:Cham, Switzerland

Notă biografică

Mateusz Grzesiak is an experienced and creative psychologist with an innovative approach to business consulting. He is the Chairman of the Starway Institute Program Council and owner and CEO of Starway Ltd., an international educational company. Keynote speaker at prestigious international events and conferences, and an academic lecturer with a PhD in Management, Mateusz is fluent in 7 languages. He is the author of various scientific publications and fourteen best-selling books on leadership, marketing, management and emotional intelligence. With sixteen years of experience in educational programs and seminar development, motivational speaking, business advisory and consulting, Mateusz is focused on effective and interdisciplinary educational solutions for individuals and organisations.

Textul de pe ultima copertă

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.

Caracteristici

 
Explains the media evolution from a business and marketing perspective
Provides a history of personal branding
Explores the differences between traditional branding versus e-branding

Cuprins

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.