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Beschreibung
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.
Theory, Research and Practice
Details
| Verlag | Springer International Publishing |
| Ersterscheinung | 03. April 2018 |
| Maße | 21 cm x 14.8 cm |
| Gewicht | 383 Gramm |
| Format | Hardcover |
| ISBN-13 | 9783319696966 |
| Auflage | 1st ed. 2018 |
| Seiten | 185 |
Schlagwörter
Branding, Business Strategy and Leadership, Businesskommunikation und -präsentation, Corporate Communication, Digital Marketing, Innovation and Technology Management, Management: Innovation, Marken und Markenkonzepte, Marketing und Vertrieb, Media Planning, Online-Marketing / Social Media Marketing, Strategisches Management
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