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
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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
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50802 - Media and socio-cultural communication
Result continuities
Project
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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
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e-ISSN
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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