000 02391cam a2200301Ii 4500
999 _c34736
_d34736
001 nam a22 7a 4500
020 _a9783319696966
082 _a650 GR PE
100 1 _aGrzesiak, Mateusz
_922139
245 1 0 _aPersonal Brand Creation in the Digital Age :
_bTheory, Research and Practice
_cMateusz Grzesiak
260 _aCham :
_bSpringer,
_cc2018.
300 _axvi, 185 p. :
_bill. ;
_c22 cm.
490 1 _aPalgrave pivot
504 _aIncludes bibliographical references and index.
505 0 _aIntro; 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.
520 _aPresenting 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.
650 0 _aBranding (Marketing)
_961202
650 0 _aSocial media
_xEconomic aspects
_912004
650 7 _aBUSINESS & ECONOMICS / Industrial Management
_92021
650 7 _aBUSINESS & ECONOMICS / Management
_9301
650 7 _aBUSINESS & ECONOMICS / Management Science
_92022
650 7 _aBUSINESS & ECONOMICS / Organizational Behavior
_92023
650 7 _aBranding (Marketing)
_961202
650 7 _aSocial media
_xEconomic aspects
_912004
830 0 _aPalgrave pivot
_94735
856 _uhttps://uowd.box.com/s/c3rz687ewty5io9iy1243qaqy2cx9be6
_zLocation Map
942 _cREGULAR