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The term personal branding was first used to describe the process of promoting once´s own brand in 1997 by T. Peters is an article entitled "The Brand called you". The autor writes it in thatregardless of wether we want it or not, whether we do it consciously and deliberately or accidentally - each of us is our own brand. Based on the conducted research and that presented results, it can be concluded that the evaluation of the artist´s image is more positive among people who have come into contact with the artist´s activity in social media than among other people, and the artist´s work is better recognized by people who have come into contact with the artist´ s activity in social media than amonq other people.