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

By: Grzesiak, Mateusz
Material type: BookSeries: Palgrave pivotPublisher: Cham : Springer, c2018.Description: xvi, 185 p. : ill. ; 22 cm.ISBN: 9783319696966Subject(s): Branding (Marketing) | Social media -- Economic aspects | BUSINESS & ECONOMICS / Industrial Management | BUSINESS & ECONOMICS / Management | BUSINESS & ECONOMICS / Management Science | BUSINESS & ECONOMICS / Organizational Behavior | Branding (Marketing) | Social media -- Economic aspectsDDC classification: 650 GR PE Online resources: Location Map
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.
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Item type Home library Call number Status Notes Date due Barcode Item holds
REGULAR University of Wollongong in Dubai
Main Collection 		650 GR PE (Browse shelf) Available July2019 T0060790
Total holds: 0

Includes bibliographical references and index.

Intro; Contents; List of Figures; List of Tables; Chapter 1: Introduction; References; Chapter 2: Personal Branding: Its Essence, Goals and Classification; History of Personal Branding; Personal Branding in Contemporary Marketing; The Goals of Personal Branding; Ways of Shaping a Personal Brand; Storytelling; Brand Visualization; Brands as a Suggestive and Coherent Marketing Medium; Levels of Awareness of the Existence of a Personal Brand; Challenges for Personal Branding in the Era of Globalization; Hofstedeś Cultural Model; Gestelandś Model.

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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