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



Year of publication 2018
Type Article in Proceedings
Conference Proceedings of the 5th European Conference on Social Media ECSM 2018
MU Faculty or unit

Faculty of Economics and Administration

Web 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
Keywords human brand; personal branding; brand authenticity; sentiment analysis; Sentione; social media; football
Attached files
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.
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