基于部分实例的波兰图书广播员的个人品牌管理

Maria Konrad
{"title":"基于部分实例的波兰图书广播员的个人品牌管理","authors":"Maria Konrad","doi":"10.4467/20843976zk.23.022.19365","DOIUrl":null,"url":null,"abstract":"The aim of this article is to characterize the process of personal brand management by the creators of four selected channels on the Polish BookTube. Interviews were conducted with both independent and collaborative booktubers, encompassing diverse subscriber counts and influencer types. The research period, from December 2021 to March 2022, focuses exclusively on the Polish Book-Tube community, providing a significant research context. In terms of subject matter, the analysis covers the genesis of personal brands, image management strategies, and the benefits of effective brand management. The use of partially structured free-form interviews with booktubers allowed for answering research questions that encompass the origins of their personal brands, their methods of managing their image, the benefits of effective brand management, personality traits that attract viewers, and who their target audience is and what relationships they have with their viewers. Conclusions regarding the actions taken in managing their image were also drawn from the analysis of materials posted by the creators on their YouTube channels. This article provides an in-depth analysis of the theoretically well-explored phenomenon of building and managing a personal brand, with a specific focus on the BookTube community, an underrepresented topic in academic discourse.","PeriodicalId":500606,"journal":{"name":"Zarządzanie w Kulturze","volume":"24 8","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Zarządzanie marką osobistą polskich booktuberów na wybranych przykładach\",\"authors\":\"Maria Konrad\",\"doi\":\"10.4467/20843976zk.23.022.19365\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The aim of this article is to characterize the process of personal brand management by the creators of four selected channels on the Polish BookTube. Interviews were conducted with both independent and collaborative booktubers, encompassing diverse subscriber counts and influencer types. The research period, from December 2021 to March 2022, focuses exclusively on the Polish Book-Tube community, providing a significant research context. In terms of subject matter, the analysis covers the genesis of personal brands, image management strategies, and the benefits of effective brand management. The use of partially structured free-form interviews with booktubers allowed for answering research questions that encompass the origins of their personal brands, their methods of managing their image, the benefits of effective brand management, personality traits that attract viewers, and who their target audience is and what relationships they have with their viewers. Conclusions regarding the actions taken in managing their image were also drawn from the analysis of materials posted by the creators on their YouTube channels. This article provides an in-depth analysis of the theoretically well-explored phenomenon of building and managing a personal brand, with a specific focus on the BookTube community, an underrepresented topic in academic discourse.\",\"PeriodicalId\":500606,\"journal\":{\"name\":\"Zarządzanie w Kulturze\",\"volume\":\"24 8\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-04-24\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Zarządzanie w Kulturze\",\"FirstCategoryId\":\"0\",\"ListUrlMain\":\"https://doi.org/10.4467/20843976zk.23.022.19365\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Zarządzanie w Kulturze","FirstCategoryId":"0","ListUrlMain":"https://doi.org/10.4467/20843976zk.23.022.19365","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

摘要

本文旨在描述波兰 BookTube 上四个选定频道的创建者进行个人品牌管理的过程。访谈对象既有独立的图书管,也有合作的图书管,包括不同的订阅者数量和影响者类型。研究时间为 2021 年 12 月至 2022 年 3 月,专门针对波兰 Book-Tube 社区,提供了重要的研究背景。在主题方面,分析涵盖了个人品牌的起源、形象管理策略以及有效品牌管理的益处。通过对书管们进行部分结构化的自由访谈,可以回答一些研究问题,包括个人品牌的起源、管理形象的方法、有效品牌管理的益处、吸引观众的个性特征、谁是他们的目标受众以及他们与观众之间的关系。通过分析创作者在 YouTube 频道上发布的资料,还得出了有关他们在管理形象方面所采取的行动的结论。本文深入分析了建立和管理个人品牌这一理论上已被充分探讨的现象,并特别关注了在学术讨论中代表性不足的 BookTube 社区。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Zarządzanie marką osobistą polskich booktuberów na wybranych przykładach
The aim of this article is to characterize the process of personal brand management by the creators of four selected channels on the Polish BookTube. Interviews were conducted with both independent and collaborative booktubers, encompassing diverse subscriber counts and influencer types. The research period, from December 2021 to March 2022, focuses exclusively on the Polish Book-Tube community, providing a significant research context. In terms of subject matter, the analysis covers the genesis of personal brands, image management strategies, and the benefits of effective brand management. The use of partially structured free-form interviews with booktubers allowed for answering research questions that encompass the origins of their personal brands, their methods of managing their image, the benefits of effective brand management, personality traits that attract viewers, and who their target audience is and what relationships they have with their viewers. Conclusions regarding the actions taken in managing their image were also drawn from the analysis of materials posted by the creators on their YouTube channels. This article provides an in-depth analysis of the theoretically well-explored phenomenon of building and managing a personal brand, with a specific focus on the BookTube community, an underrepresented topic in academic discourse.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:604180095
Book学术官方微信