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  1. 1 Studia Ekonomiczne

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  1. 1 2018

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  1. 1 Grzesiak M.

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Profiling of YouTube users as a basis for creating the strategy for a personal brand of celebrities

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Grzesiak M.
Studia Ekonomiczne
|
2018
|
vol. 360
106-127
EN
Social media services are currently the primary tool for building a personal brand by young people. The following objectives were adopted in the article: the characteristics of the personal branding concept and the YouTube service, as well as recognition of the scale of shaping personal branding by young Poles and Americans through the YouTube service. The author formulates the research hypothesis that the YouTube service is one of the major media platforms and tool for shaping personal brand and exerting social influence by young people. A professionally created personal brand transforms its author from an enthusiast to a celebrity, who gets the chance of appearing in the traditional media and receiving attractive cooperation proposals from leading advertising agencies. The article presents the cluster analysis method used for the classification of research objects. The Ward method was adopted as the agglomeration method, while percentage discrepancy was used as the measure of proximity between objects.
PL
Media społecznościowe stanowią bardzo ważny instrument wykorzystywany do budowania marki osobistej. W artykule przyjęto do realizacji następujące cele: scharakteryzowanie koncepcji marki osobistej oraz serwisu YouTube jako środowiska jej tworzenia, a także rozpoznanie skali i zakresu wykorzystywania serwisu YouTube na potrzeby budowania marki osobistej przez reprezentantów młodego pokolenia. Przyjęto założenie, że serwis YouTube stanowi bardzo ważną platformę, pozwalając na skuteczne kreowanie marki osobistej celebrytów, którzy koncentrują się na młodych odbiorcach. W artykule wykorzystano metodę skupień dla dokonania klasyfikacji badanych obiektów. Zastosowano metodę Warda.
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