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

Personal Brand Creation in the Digital Age Mateusz Grzesiak Personal Brand Creation in the Digital Age Theory, Research and Practice Mateusz Grzesiak Warsaw, Poland ISBN 978-3-319-69696-6 ISBN 978-3-319-69697-3 (eBook) https://doi.org/10.1007/978-3-319-69697-3 Library of Congress Control Number: 2017957652 The Editor(s) (if applicable) and The Author(s) 2018 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made.

The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover illustration: Bitboxx.com Printed on acid-free paper This Palgrave Pivot imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland CONTENTS v vi CONTENTS CONTENTS vii viii CONTENTS CONTENTS ix LIST OF FIGURES Fig. 5.1 General design of the study (Source: Own elaboration) Fig. 5.2 Information regarding the qualitative research sample (case studies) (Source: Own elaboration) Fig. 5.3 Prompted awareness of social media (N 504 (Poland); N 500 (USA), entire sample. 5.4 Use of social media (N 504 (Poland); N 500 (USA), entire sample. 5.4 Use of social media (N 504 (Poland); N 500 (USA), entire sample.

Source: Own research) Fig. 5.5 Ways of using the Internet (N 504 (Poland); N 500 (USA), entire sample. Source: Own research) Fig. 5.6 Awareness of the term personal branding (N 504 (Poland); N 500 (USA), entire sample. Source: Own research) Fig. 5.7 Familiarity with the term personal branding in accordance with the definition provided (N 504 (Poland); N 500 (USA), entire sample.

Source: Own research) Fig. 5.8 Building a personal brand according to the definition provided (N 504 (Poland); N 500 (USA), entire sample. Source: Own research) Fig. 5.9 Satisfaction with actions related to building a personal brand (N 109 (Poland); N 113 (USA), persons consciously building their personal brand. Source: Own research) Fig. 5.10 Goals of building a personal brand.

Coded responses to open questions (N 310 (Poland); N 233 (USA), individuals build a personal brand. Source: Own research. * The chart shows answers that were given by at least 3% of respondents in at least one country) xi xii LIST OF FIGURES Fig. 5.11 Ways of shaping a personal brand. Coded answers to open questions (N 310 (Poland); N 233 (USA), individuals building a personal brand. * The chart shows answers that were given by at least 3% of respondents in at least one country) Fig. 5.12 Social media used to build a personal brand (N 310 (Poland); N 233 (USA), individuals building a personal brand. 5.12 Social media used to build a personal brand (N 310 (Poland); N 233 (USA), individuals building a personal brand.

Source: Own research) Fig. 5.13 Number of social media used for building a personal brand (N 310 (Poland); N 233 (USA), individuals building a personal brand. Source: Own research) Fig. 5.14 Activities undertaken on YouTube for building a personal brand. Coded answers to open questions (N 93 (Poland); N 58 (USA), individuals building a personal brand, who use YouTube for this purpose. * The chart shows answers that were given by at least 3% of respondents in at least one country) Fig. 5.15 Advantages of building a personal brand using YouTube. 5.15 Advantages of building a personal brand using YouTube.

Coded answers to open questions (N 93 (Poland); N 58 (USA), individuals building a personal brand who use YouTube for this purpose. Source: Own research. * The chart shows answers that were given by at least 3% of respondents in at least one country) Fig. 5.16 Shortcomings of YouTube as a tool for building a personal brand. Coded answers to open questions (N 93 (Poland); N 58 (USA), individuals building their personal brand, who use YouTube for this purpose. * The chart shows answers that were given by at least 3% of respondents in at least one country) Fig. 5.17 Reasons why young people creating a personal brand do not use YouTube for this purpose. 5.17 Reasons why young people creating a personal brand do not use YouTube for this purpose.

Coded answers to open questions (N 233 (Poland); N 163 (USA), individuals building their personal brand, who do not use YouTube for this purpose. Source: Own research. * The chart shows answers that were given by at least 3% of respondents in at least one country) Fig. 5.18 Most effective tools for building a personal brand (ranking), Poland, entire sample (N 504 (Poland). Source: Own research) Fig. 5.19 Most effective tools for building a personal brand (ranking), USA, entire sample (N 500 (USA), entire sample.