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Personal Brand Creation in the Digital Age

Theory, Research and Practice

Authors: Grzesiak, Mateusz

  •  
  • 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
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eBook $39.99
price for USA in USD
  • ISBN 978-3-319-69697-3
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $54.99
price for USA in USD
About this book

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.

About the authors

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.

Table of contents (6 chapters)

Table of contents (6 chapters)
  • Introduction

    Pages 1-6

    Grzesiak, Mateusz

  • Personal Branding: Its Essence, Goals and Classification

    Pages 7-33

    Grzesiak, Mateusz

  • Personal Branding and the Challenges of the Information Revolution

    Pages 35-70

    Grzesiak, Mateusz

  • Personal Branding on YouTube in the United States and in Poland: Comparative Analysis Based on Academic Literature and Published Marketing Studies

    Pages 71-96

    Grzesiak, Mateusz

  • Personal Branding Using YouTube in the United States and in Poland, as Shown by the Results of Empirical Research

    Pages 97-168

    Grzesiak, Mateusz

Buy this book

eBook $39.99
price for USA in USD
  • ISBN 978-3-319-69697-3
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $54.99
price for USA in USD
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Bibliographic Information

Bibliographic Information
Book Title
Personal Brand Creation in the Digital Age
Book Subtitle
Theory, Research and Practice
Authors
Copyright
2018
Publisher
Palgrave Pivot
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-319-69697-3
DOI
10.1007/978-3-319-69697-3
Hardcover ISBN
978-3-319-69696-6
Edition Number
1
Number of Pages
XVI, 185
Number of Illustrations
42 b/w illustrations
Topics