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Using the instagram platform in creating a personal brand

Radecka Katarzyna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 193

395-404

Purpose: The purpose of the article is to present the possibilities of creating a personal brand image in social media. Design/methodology/approach: The research analyzed literature materials on the development of social media and its use in personal branding. Compilations and reports covering users' online activity were analyzed. Findings: Social media is becoming a tool for thoughtful personal branding, as well as proper two-way communication. Through the actions taken to create on Instagram, you can build an audience that will actively contribute to the development of your personal brand. Research limitations/implications: Future research may be related to the creation of mentoring programs in the area under study. Practical implications: The results of the survey can be used as input for designing training programs in the study area. Social implications: Social media marketing means promotion conducted through a variety of means. This forces those who want to create a strong personal brand to be dynamically flexible and look for solutions that can optimize promotional and communication processes online. Originality/value: This article is mainly addressed to those creating their personal brand on Instagram, who want to implement and improve their branding strategy.

Alpha wolves. Are local business leaders important for the region brand? Case study of Wroclaw agglomeration

Macalik Joanna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2023

z. 173

457--467

Purpose: The main objective of this study is to investigate and clarify the role of local business leaders in creating region brand. Design/methodology/approach: The article uses the qualitative case study method to describe the role of local business leaders in shaping region brand. The analysis is conducted using Wroclaw Agglomeration as a subject. Findings: The research conducted enabled to initially investigate and clarify some aspects of creating a place brand image using stakeholders engagement. Research limitations: The research presented in the article is qualitative, making it impossible to infer the entire region's population. Practical implications: The article includes essential conclusions valid for regions' authorities, mainly in the area of creating a positive brand image in the economic context and the importance of engaging stakeholders in this process. Originality/value: The paper supplements the management sciences literature with knowledge about the local business leaders' role in creating a region brand.