Personal Brand Authenticity and Social Media: The Top 5 Football Players’ Case

Wioleta Kucharska; Agnieszka Kozłowska

Personal Brand Authenticity and Social Media: The Top 5 Football Players’ Case

Abstrakt

he authenticity is a key factor which attracts the interest of young consumers in the more and more dominant virtual world full of “fake news”,“fake images”, and “fake impressions”. The celebrity authenticity is also important when it comes to gain the positive attitude of the audience and the success in the long term. The unique talent is crucial for all stars. According to football stars, the authenticity of their personal brands next to the extreme talent also brings greater financial success to the player due to the cooperation with media and advertising industry. The aim of the presented study is to explore the antecedents of the personal brand authenticity of the TOP5 most valuable football celebrities in the social media. To do it, the authors conducted a study among 496 Polish social media users. The presented study is the first sector analysis which assesses the authenticity of football celebrities' brands. The data have been analyzed by the structural equation modeling method (SEM). The findings suggest that consistency and candidness are the factors which to the greatest extent determine the authenticity of football celebrities in the social media.

Autorzy (2)

Wioleta Kucharska dr hab. inż.
Agnieszka Kozłowska (dawniej: Agnieszka Firgolska) mgr inż.

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Wersja publikacji: Accepted albo Published Version
Licencja: Copyright (2018 Academic Conferences and Publishing International)

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Słowa kluczowe

PERSONAL BRANDING, SENTIONE, SENTIMENT ANALYSIS, RELATIONAL CAPITAL, SOCIAL MEDIA, BRAND AUTHENTICITY

Informacje szczegółowe

Kategoria:: Aktywność konferencyjna
Typ:: materiały konferencyjne indeksowane w Web of Science
Tytuł wydania:: Proceedings of the 5th European Conference on Social Media strony 118 - 124
ISSN:: 2055-7213
Język:: angielski
Rok wydania:: 2018
Opis bibliograficzny:: Kucharska W., Firgolska A..: Personal Brand Authenticity and Social Media: The Top 5 Football Players’ Case, W: Proceedings of the 5th European Conference on Social Media, 2018, Academic Conferences and Publishing international Limited ACPI,.
Weryfikacja:: Politechnika Gdańska