Famous people more and more often realise that the greater their personal brand equity based on consumers (social media users), the easier it is for them to achieve their goals. This is proved by advertising contracts that are formed with people who have a large number of "followers" or "likes" on social media. In other words, a strong personal brand is the key capital of a famous person, and its shaping should be the subject of a carefully prepared image strategy. Social media users have a very important role to play in this strategy, which is highlighted in this article. The main purpose of this article is to determine the importance of social media in shaping personal brand. Based on 26 in-depth individual interviews that were conducted with people famous in Poland and surveys of a group of 324 social media users, it was shown, among others, that online activity of Internet users stimulates the brand equity of famous people. Statistically significant relationships were observed for such components of the personal brand as awareness/associations with the personal brand and for the relationship regarding the perception of the quality of activities carried out by a famous person.

This is an empirical article. Based on CATI interviews with 1035 residents of Cieszyn (555 respondents) and Czech Cieszyn (480 citizens), it was recognized how the marketing mix of cultural institutions are perceived by recipients of the cultural offer available in the divided city of Cieszyn-Czech Cieszyn. The conducted research proves that the marketing instruments of cultural institutions located both on the Polish and Czech side of the city of Cieszyn-Czech Cieszyn were positively evaluated by its inhabitants. Thus, it can be assumed that the instruments used by these entities may be used in the process of shaping long-term relationships with recipients of the cultural offer located on both sides of the border.