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

Kód výsledku v 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>

Výsledek na webu

<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

—

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název statě ve sborníku

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

ISBN

9781911218845

ISSN

—

e-ISSN

—

Počet stran výsledku

9

Strana od-do

125-133

Název nakladatele

ACPI

Místo vydání

Limerick, Ireland

Místo konání akce

Limerick Institute of Technology

Datum konání akce

21. 6. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000461860500017