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.
Author(s): Mateusz Grzesiak
Publisher: Palgrave Pivot
Year: 2018
Language: English
Pages: 198
Tags: Brand Creation, Digital Age
Contents......Page 5
List of Figures......Page 10
List of Tables......Page 14
Chapter 1: Introduction......Page 16
References......Page 21
History of Personal Branding......Page 22
Personal Branding in Contemporary Marketing......Page 25
The Goals of Personal Branding......Page 28
Ways of Shaping a Personal Brand......Page 32
Storytelling......Page 33
Brands as a Suggestive and Coherent Marketing Medium......Page 34
Levels of Awareness of the Existence of a Personal Brand......Page 37
Hofstede´s Cultural Model......Page 38
Gesteland´s Model......Page 40
Strategies for Shaping a Personal Brand Within the Context of Globalization......Page 41
References......Page 44
Traditional Ways of Shaping a Personal Brand......Page 49
The Development of Digital Marketing......Page 54
Expenditures for Online Advertising......Page 55
The Development of E-commerce......Page 56
Advantages of Social Media......Page 57
E-branding and Traditional Branding......Page 58
Characteristics of Traditional Branding......Page 59
Personal Recommendations......Page 60
The Internet as the Dominant Communication Channel......Page 61
E-branding and Its Characteristics......Page 62
Web Pages......Page 64
The Silent Generation......Page 65
Generation X......Page 66
Generation Y......Page 68
Generation Z......Page 69
McDonald´s......Page 70
Nike......Page 71
Brand Creation in Social Media......Page 72
Facebook......Page 73
Twitter......Page 74
Instagram......Page 75
Snapchat......Page 76
Possibilities for Building a Personal Brand in Social Media......Page 77
YouTube as an Environment that Creates the Possibility for Shaping a Personal Brand......Page 78
References......Page 79
The Social Medium YouTube: General Statistics......Page 85
Reach of YouTube in the United States......Page 86
Reach of YouTube in Poland......Page 87
The Most Popular YouTube Channels in the World......Page 88
Most Popular YouTube Channels in Poland......Page 91
Culturally Specific Elements in Shaping a Personal Brand on the American and the Polish Markets: Comparison......Page 93
Miniaturization of Video Cameras......Page 94
Popularity of Drones......Page 95
Increase in Quality......Page 96
Mobile Applications......Page 97
Activity as a YouTuber as a Source of Income Worldwide......Page 98
Activity as a YouTuber as a Source of Income in Poland......Page 100
Main Directions of Change in the Ways of Shaping a Personal Brand in the United States and in Poland......Page 104
References......Page 105
Goals and Methodological Foundations of the Research......Page 111
Methodology of the Qualitative Research......Page 113
Methodology of the Quantitative Research......Page 114
Description of the Respondents......Page 116
Case Study: Red Lipstick Monster......Page 125
History of the YouTuber......Page 126
The Practice of Shaping Her Personal Brand: Methods and Tools......Page 127
Strategic Goals......Page 128
Factors in Success and Failure......Page 129
History of the YouTuber......Page 130
Perception of His Own Personal Brand......Page 132
The Practice of Shaping His Personal Brand: Methods and Tools......Page 133
Benchmarks and Models......Page 134
Factors in Success and Failure......Page 135
History of the YouTuber......Page 136
The YouTuber´s Perspective on Personal Branding: Associations, Understanding, Relevance......Page 137
Practice of Shaping His Personal Brand: Methods and Tools......Page 138
Strategic Goals......Page 139
Benchmarks and Models......Page 140
Trends and View of the Future in the Context of Building His Personal Brand......Page 141
Awareness of and Associations with the Term ``Personal Branding´´......Page 142
Building a Personal Brand......Page 146
Goals of Building a Personal Brand......Page 148
Ways of Building a Personal Brand......Page 149
Use of Social Media to Build a Personal Brand......Page 150
Use of YouTube for Building a Personal Brand......Page 153
Reasons for Not Using YouTube for Building a Personal Brand......Page 156
The Competitive Environment on YouTube in the Context of Creating a Personal Brand......Page 157
Areas of Life Impacted by a Personal Brand......Page 164
Most Effective Media for Building a Personal Brand in the Future......Page 168
Use and Perception of YouTube......Page 171
YouTubers and Social Media Stars......Page 177
References......Page 181
Familiarity with the Term ``Personal Branding´´ and Understanding It Spontaneously......Page 183
Goal of Building a Personal Brand......Page 184
Assessment of YouTube as a Tool for Creating a Personal Brand......Page 185
Fundamental Differences Between Young Poles and Americans in the Area of Creating a Personal Brand......Page 186
Cooperation with Other YouTubers......Page 187
Tailored Target Group......Page 188
Meetings with Users......Page 189
Summary......Page 190
Index......Page 192
