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Personal Branding on YouTube in the United States and in Poland: Comparative Analysis Based on Academic Literature and Published Marketing Studies

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Personal Brand Creation in the Digital Age

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Abstract

This chapter addresses the question of personal branding on YouTube, and constitutes an attempt at a comparative analysis of the ways this social medium is used to shape personal brands in Poland and in the United States. This chapter characterizes the cultural and technological conditions that determine personal branding strategies in each country, and the main ways in which shaping a personal brand is changing in Poland and in the United States.

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Notes

  1. 1.

    Based on data available on individual channels, as of August 9, 2015.

  2. 2.

    Data available at https://www.youtube.com/user/Polimaty, as of August 8, 2015.

  3. 3.

    Data available at https://www.youtube.com/watch?v=ktjMz7c3ke4, as of August 9, 2015.

  4. 4.

    Data available at https://www.youtube.com/user/5SposobowNa, as of August 9, 2015.

  5. 5.

    Data available at https://www.youtube.com/user/TVBigos, as of August 9, 2015.

  6. 6.

    Internal information obtained from the LifeTube agency, which represents Łukasz Jakóbiak.

  7. 7.

    In the first year after SmartTV became popular, the audience for this kind of solution already constituted a larger group than the clients of large cable operators. Cf. Wierzbowska (2014, p. 216).

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Authors and Affiliations

  1. Warsaw, Poland

    Mateusz Grzesiak

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  1. Mateusz Grzesiak
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Grzesiak, M. (2018). Personal Branding on YouTube in the United States and in Poland: Comparative Analysis Based on Academic Literature and Published Marketing Studies. In: Personal Brand Creation in the Digital Age. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-319-69697-3_4

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