IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i16p6414-d396779.html
   My bibliography  Save this article

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

Author

Listed:
  • Łukasz Wróblewski

    (The Research Institute on Territorial and Inter-Organizational Cooperation, Faculty of Applied Sciences, WSB University, 41-300 Dąbrowa Górnicza, Poland)

  • Mateusz Grzesiak

    (Department of Management, WSB University, 41-300 Dąbrowa Górnicza, Poland)

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, as well as components of brand capital in the 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 and capital of famous people, also known as celebrities, associated with artistic and cultural activities. The article uses the results of the direct research carried out in the period 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 of 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.

Suggested Citation

  • Łukasz Wróblewski & Mateusz Grzesiak, 2020. "The Impact of Social Media on the Brand Capital of Famous People," Sustainability, MDPI, vol. 12(16), pages 1-17, August.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:16:p:6414-:d:396779
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/16/6414/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/16/6414/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mateusz Grzesiak, 2018. "Personal Brand Creation in the Digital Age," Springer Books, Springer, number 978-3-319-69697-3, January.
    2. Killian, Ginger & McManus, Kristy, 2015. "A marketing communications approach for the digital era: Managerial guidelines for social media integration," Business Horizons, Elsevier, vol. 58(5), pages 539-549.
    3. Łukasz Wróblewski & Katarzyna Bilińska-Reformat & Mateusz Grzesiak, 2018. "Sustainable Activity of Cultural Service Consumers of Social Media Users—Influence on the Brand Capital of Cultural Institutions," Sustainability, MDPI, vol. 10(11), pages 1-14, October.
    4. Kopera, Sebastian & Najda-Janoszka, Marta & Wszendybył-Skulska, Ewa, 2014. "Kanał YouTube jako przykład wykorzystania mediów społecznościowych w procesie transferu wiedzy do biznesu turystycznego [YouTube channel as an example of the use of social media in the proces of kn," MPRA Paper 60808, University Library of Munich, Germany.
    5. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    6. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Anna Bartkowiak & Piotr Bartkowiak & Grzegorz Kinelski, 2022. "Efficiency of Shaping the Value Chain in the Area of the Use of Raw Materials in Agro-Biorefinery in Sustainable Development," Energies, MDPI, vol. 15(17), pages 1-16, August.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Łukasz Wróblewski & Katarzyna Bilińska-Reformat & Mateusz Grzesiak, 2018. "Sustainable Activity of Cultural Service Consumers of Social Media Users—Influence on the Brand Capital of Cultural Institutions," Sustainability, MDPI, vol. 10(11), pages 1-14, October.
    2. Yulin Chen, 2019. "The Sustainable Development of Social Media Contents: An Analysis of Concrete and Abstract Information on Cultural and Creative Institutions with “Artist” and “Ordinary People” Positioning," Sustainability, MDPI, vol. 11(15), pages 1-22, July.
    3. Dima Sawaftah & Ahmad Aljarah & Eva Lahuerta-Otero, 2021. "Power Brand Defense Up, My Friend! Stimulating Brand Defense through Digital Content Marketing," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    4. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
    5. Chi-Horng Liao, 2022. "Applying the DEMATEL Method to Evaluate Social Media Criteria in Promoting Sustainable Health Behavior—A Case Study of Vegetarian Diet Promotion by a Non-Profit Organization," Sustainability, MDPI, vol. 14(24), pages 1-18, December.
    6. Ologunebi, John & Taiwo, Ebenezer, 2023. "Digital Marketing Strategies, plan and implementations: A case study of Jumia Group and ASDA Uk," MPRA Paper 118771, University Library of Munich, Germany.
    7. Kejun Lin & Wenbin Du & Shixin Yang & Chang Liu & Sanggyun Na, 2023. "The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement," Sustainability, MDPI, vol. 15(8), pages 1-19, April.
    8. Bruno Schivinski & Dariusz Dabrowski, 2013. "The Effect Of Social-Media Communication On Consumer Perceptions Of Brands," GUT FME Working Paper Series A 12, Faculty of Management and Economics, Gdansk University of Technology.
    9. Lin, Hsin-Chen & Bruning, Patrick F. & Swarna, Hepsi, 2018. "Using online opinion leaders to promote the hedonic and utilitarian value of products and services," Business Horizons, Elsevier, vol. 61(3), pages 431-442.
    10. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.
    11. Shanahan, Tyler & Tran, Trang P. & Taylor, Erik C., 2019. "Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 57-65.
    12. Manisha Mathur, 2020. "Improving the value of the retailer brand through social media equity," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 508-530, September.
    13. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    14. Kafferine Yamagishi & Lanndon Ocampo & Dharyll Prince Abellana & Reciel Ann Tanaid & Ann Myril Tiu & Maria Esther Medalla & Egberto Selerio & Chrisalyn Go & Rey Cesar Olorvida & Amalia Maupo & Deariel, 2021. "The impact of social media marketing strategies on promoting sustainability of tourism with fuzzy cognitive mapping: a case of Kalanggaman Island (Philippines)," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(10), pages 14998-15030, October.
    15. Fan, Rui & Xu, Ke & Zhao, Jichang, 2018. "An agent-based model for emotion contagion and competition in online social media," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 495(C), pages 245-259.
    16. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    17. Schmidt, Christoph G. & Wuttke, David A. & Heese, H. Sebastian & Wagner, Stephan M., 2023. "Antecedents of public reactions to supply chain glitches," International Journal of Production Economics, Elsevier, vol. 259(C).
    18. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    19. Molina, Arturo & Fernández, Alejandra C. & Gómez, Mar & Aranda, Evangelina, 2017. "Differences in the city branding of European capitals based on online vs. offline sources of information," Tourism Management, Elsevier, vol. 58(C), pages 28-39.
    20. Carmela Milano, 2015. "Democratization or else vulgarization of cultural capital? The role of social networks in theater’s audience behavior," Working Papers CEB 15-004, ULB -- Universite Libre de Bruxelles.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:16:p:6414-:d:396779. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.