Abstract
The author’s own empirical research is discussed in this chapter. The methodological assumptions of the research are characterized, including the research questions, goals and hypotheses, and the characteristics of the study group are given. The results of this research are presented in two parts: a qualitative one, based on case studies of recognized YouTubers in Poland, and a quantitative one, based on a questionnaire given to two groups of respondents (young Internet users in Poland and in the United States).
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Notes
- 1.
Red Lipstick Monster’s statements, as are those of other respondents in both the qualitative and quantitative parts of this chapter, are written in italics, retaining the original style (without language correction).
- 2.
Before working with someone for advertising large brands generally, conduct market research that makes it possible to identify the image of potential brand ambassadors.
- 3.
Translator’s note: The Polish original title, Zrobisz mi loda?, which is also the question that Wapniak asks strangers in the video, is a clear double-entendre: the sentence can mean either “make me an ice cream?” literally, or unmistakably also “give me a blowjob?”
- 4.
Translator’s note: the original, Potrzymaj moje jajka, means literally “hold my eggs.”
- 5.
Calculated using analytics on socialblade.com
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Grzesiak, M. (2018). Personal Branding Using YouTube in the United States and in Poland, as Shown by the Results of Empirical Research. In: Personal Brand Creation in the Digital Age. Palgrave Pivot, Cham. https://doi.org/10.1007/978-3-319-69697-3_5
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