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Celebrities’ personal brand authenticity in social media: an application in the context of football top-players. The Robert Lewandowski case

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F18%3A00103397" target="_blank" >RIV/00216224:14560/18:00103397 - isvavai.cz</a>

  • Result on the web

    <a href="https://www.researchgate.net/publication/325805738_Celebrities'_personal_brand_authenticity_in_social_media_an_application_in_the_context_of_football_top-players_The_Robert_Lewandowski_case" target="_blank" >https://www.researchgate.net/publication/325805738_Celebrities'_personal_brand_authenticity_in_social_media_an_application_in_the_context_of_football_top-players_The_Robert_Lewandowski_case</a>

  • DOI - Digital Object Identifier

Alternative languages

  • Result language

    angličtina

  • Original language name

    Celebrities’ personal brand authenticity in social media: an application in the context of football top-players. The Robert Lewandowski case

  • Original language description

    The aim of the study is to explorepersonal brand authenticityin social media through sentiment analysis. Asurvey has been conducted in the context of football players with respect to Robert Lewandowski –the most valuable Polish football-celebrity brand. Authorsfirst assess antecedents of his brand authenticity basingon an international sample of social media users, made of 219 cases from 22countries(intentionallyexcluding Poland),adopting the structural equation modelling method (SEM) for the data analysis. Next, the resultsobtained with the sentiment analysis at the same timeare compared. This study is the first assessingthe authenticity of a football star. Findings lead to interesting implications for the authentic personal brands' creation of football celebritiesonline.

  • Czech name

  • Czech description

Classification

  • Type

    D - Article in proceedings

  • CEP classification

  • OECD FORD branch

    50802 - Media and socio-cultural communication

Result continuities

  • Project

  • Continuities

    S - Specificky vyzkum na vysokych skolach

Others

  • Publication year

    2018

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Article name in the collection

    Proceedings of the 5th European Conference on Social Media ECSM 2018

  • ISBN

    9781911218845

  • ISSN

  • e-ISSN

  • Number of pages

    9

  • Pages from-to

    125-133

  • Publisher name

    ACPI

  • Place of publication

    Limerick, Ireland

  • Event location

    Limerick Institute of Technology

  • Event date

    Jun 21, 2018

  • Type of event by nationality

    WRD - Celosvětová akce

  • UT code for WoS article

    000461860500017