The aim of the study is to explore personal brand authenticity in social media through sentiment analysis. A survey has been conducted in the context of football players with respect to Robert Lewandowski – the most valuable Polish football-celebrity brand. Authors first assess antecedents of his brand authenticity basing on an international sample of social media users, made of 219 cases from 22 countries (intentionally excluding Poland), adopting the structural equation modelling method (SEM) for the data analysis. Next, the results obtained with the sentiment analysis at the same time are compared. This study is the first assessing the authenticity of a football star. Findings lead to interesting implications for the authentic personal brands' creation of football celebrities online.
CELEBRITIES’ PERSONAL BRAND AUTHENTICITY IN SOCIAL MEDIA: AN APPLICATION IN THE CONTEXT OF FOOTBALL TOP-PLAYERS. THE ROBERT LEWANDOWSKI CASE.
Kucharska W.
;Brunetti F.;Confente I.;
2018-01-01
Abstract
The aim of the study is to explore personal brand authenticity in social media through sentiment analysis. A survey has been conducted in the context of football players with respect to Robert Lewandowski – the most valuable Polish football-celebrity brand. Authors first assess antecedents of his brand authenticity basing on an international sample of social media users, made of 219 cases from 22 countries (intentionally excluding Poland), adopting the structural equation modelling method (SEM) for the data analysis. Next, the results obtained with the sentiment analysis at the same time are compared. This study is the first assessing the authenticity of a football star. Findings lead to interesting implications for the authentic personal brands' creation of football celebrities online.
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