Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

The Impact of Social Media on the Brand Capital of Famous People

Version 1 : Received: 21 July 2020 / Approved: 23 July 2020 / Online: 23 July 2020 (08:29:28 CEST)

A peer-reviewed article of this Preprint also exists.

Wróblewski, Ł.; Grzesiak, M. The Impact of Social Media on the Brand Capital of Famous People. Sustainability 2020, 12, 6414. Wróblewski, Ł.; Grzesiak, M. The Impact of Social Media on the Brand Capital of Famous People. Sustainability 2020, 12, 6414.

Journal reference: Sustainability 2020, 12, 6414
DOI: 10.3390/su12166414

Abstract

The article is of a research nature. The aim of the article is to identify the role of social media in shaping personal brand. To this end, the first part discusses the concept of personal brand, components of brand capital in case of famous people, including consumer-based capital. Attention was also paid to the great importance of social media and the growing role of their users in the process of shaping personal brand. Based on the analysis of the source literature, a research gap was identified, related to the lack of empirical verification of the relationship between users’ online activity and the brand capital of famous people, also known as celebrities, associated with artistic and cultural activities. The article uses the results of direct research carried out in the years 2019-2020. The second (empirical) part of the article presents research hypotheses, methodology, as well as results and conclusions from the research. Based on 26 in-depth individual interviews that were conducted with people famous in Poland (mainly engaged in artistic and cultural activities) and surveys on a group of 324 social media users, it was shown, among others, that online activity of Internet users stimulates the brand capital of famous people. Statistically significant relationships were observed for such components of the personal brand as awareness / associations with the personal brand and for the relationship regarding the perception of the quality of activities carried out by a famous person.

Subject Areas

famous people; personal brand; Internet users; social media

Comments (0)

We encourage comments and feedback from a broad range of readers. See criteria for comments and our diversity statement.

Leave a public comment
Send a private comment to the author(s)
Views 0
Downloads 0
Comments 0
Metrics 0


×
Alerts
Notify me about updates to this article or when a peer-reviewed version is published.
We use cookies on our website to ensure you get the best experience.
Read more about our cookies here.