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.

提出了个人品牌和数字传播的科学探索，这本开创性的书旨在填补理论和实践之间的空白。它描述了社交媒体如何在网上增加品牌形象，并在调查网络个人品牌的文化背景之前解释了基本术语。特别是在YouTube上，作者对两个国家（美国和波兰）进行了比较分析，为这一增长领域的研究开辟了进一步的途径。作为管理学和营销学学者的必备读物，本研究从商业角度概述和探讨了数字时代媒体的演变，并为那些对社交媒体感兴趣的人提供了发人深省的分析。