The Emotional Surge Impact on the Formation of a Personal Brand as An SMM Product

• Autorzy: Kateryna Kalynets , Yevhen Krykavskyy , Ignacy Petecki , Sylwia Nycz-Wojtan
• Języki publikacji: EN

Abstrakty

EN

Research background: the occurrence of stress contributes to solving regular problems of adaptation, finding new ways of self-development, and social support. A short-term emotional surge (stress) stimulates the search for new ways of individu-al human development. Creating a personal blog is one way to overcome the negative effects of stress. A popular personal blog focuses followers' attention on their personality and promotes self-improvement and development. In this study, we focus only on individuals who have built a personal brand by promoting their personal blogs on social media. Purpose of the article: personal brand as a carrier of unique knowledge and professional skills is a product of public perception. This is confirmed by the fact that the individuality of the brand is associated with the created image, to which con- summers and society react. Thus, personal branding is a competent step-by-step plan for personal promotion and development. The main task of this study is to identify the motivational factors of personal brand development and the impact of stress on them. Methods: to determine sample size, we performed an a priori power analysis for within-subjects repeated measures analysis of variance. In parallel, we conducted a regression analysis of the degree of involvement and trust in personal brands in social networks to determine the objects of the experimental analysis using the structured interview method. To establish confirmability, validity, transferability, and reliability during qualitative data analysis, the following methods were used: expert debriefing; coding, etc. To analyze the qualitative research data, we ran a linear regression to analyze the effect of audience engagement through post-response, self-development effect, and self-satisfaction. Findings & Value added: the obtained data suggest that uncertainty about one's own significance in social development should make appeals for social support more persuasive than when such appeals are not used. And also, that the crisis of personal development should make appeals to attention deficit more convincing than when there are no such appeals.(original abstract)

Słowa kluczowe

EN

Personal brand

PL

Marka osobista

• Czasopismo: Scientific Journal of Bielsko-Biala School of Finance and Law
• Rocznik: 2023
• Numer: nr 1
• Strony: 45--51

Twórcy

autor

Kateryna Kalynets

• Lviv Polytechnic National University Ukraine

autor

Yevhen Krykavskyy

• Bielsko-Biała School of Finance and Law

autor

Ignacy Petecki

• Lviv Polytechnic National University Ukraine

autor

Sylwia Nycz-Wojtan

• Collegium Humanum, Poland

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