sustainability Article The Impact of Social Media on the Brand Capital of Famous People Łukasz Wróblewski 1,* and Mateusz Grzesiak 2 1 The Research Institute on Territorial and Inter-Organizational Cooperation, Faculty of Applied Sciences, WSB University, 41-300 D ˛abrowa Górnicza, Poland 2 Department of Management, WSB University, 41-300 D ˛abrowa Górnicza, Poland;
[email protected] * Correspondence:
[email protected]; Tel.: +48-692-344-057 Received: 21 July 2020; Accepted: 6 August 2020; Published: 10 August 2020 Abstract: The article is of a research nature. The aim of the article is to identify the role of social media in shaping personal brand. To this end, the first part discusses the concept of personal brand, as well as components of brand capital in the case of famous people, including consumer-based capital. Attention was also paid to the great importance of social media and the growing role of their users in the process of shaping personal brand. Based on the analysis of the source literature, a research gap was identified, related to the lack of empirical verification of the relationship between users’ online activity and and capital of famous people, also known as celebrities, associated with artistic and cultural activities. The article uses the results of the direct research carried out in the period 2019–2020. The second (empirical) part of the article presents research hypotheses, methodology, as well as results and conclusions from the research. Based on 26 in-depth individual interviews that were conducted with people famous in Poland (mainly engaged in artistic and cultural activities) and surveys of a group of 324 social media users, it was shown, among others, that online activity of Internet users stimulates the brand capital of famous people.