Start-Up Leaders in The Media – Results of Qualitative Content Analysis of Online Press News

Joanna Macalik


Start-up activities constitute a crucial area of modern economy. At the same time, a leader is an essential factor contributing to the success of a company, especially as young and dynamically changing as a startup. Also, like all enterprises, start-ups are expected to build their brand, and their leaders should create their personal brand. One of the factors that affect the perception of a brand, also a personal one, is its media image. This article diagnoses the problem of the media image of Polish start-up leaders, using the qualitative content analysis method. As a result, it was possible to identify categories of media coverage about start-up leaders, and to determine how they affect the image of these entrepreneurs
Author Joanna Macalik (BM / DMM)
Joanna Macalik,,
- Department of Marketing Management
Publication size in sheets0.5
Book Soliman Khalid S. (eds.): Education Excellence and Innovation Management: A 2025 Vision to Sustain Economic Development during Global Challenges, 2020, International Business Information Management Association (IBIMA), ISBN 9780999855141
Keywords in EnglishEntrepreneur, Media, Content Analysis, Personal Brand, Start-Up
Languageen angielski
Macalik_Start_Up_Leadres_In_The_Media.pdf 271,54 KB
Score (nominal)70
Score sourceconferenceList
Citation count*
Additional fields
UwagaThe project is financed by the Ministry of Science and Higher Education in Poland under the programme “Regional Initiative of Excellence” 2019 - 2022 project number 015/RID/2018/19 total funding amount 10 721 040,00 PLN.
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.