Zarządzanie marką osobistą polskich booktuberów na wybranych przykładach

Maria Konrad

Zarządzanie marką osobistą polskich booktuberów na wybranych przykładach

Publication date: 22.03.2024

Culture Management, 2023, Volume 24, Issue 4, pp. 351 - 368

https://doi.org/10.4467/20843976ZK.23.022.19365

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Zarządzanie marką osobistą polskich booktuberów na wybranych przykładach

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.

Keywords

management, personal brand, booktuber, YouTube, image

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