社群媒體影響者之自我呈現與印象管理

Abstract

隨著社群媒體平台的興起，任何人皆得以透過社群成為社群媒體影響者。身 處在人人都可能成為名人的時代浪潮下，平時的個人經營變得越發受到重視，尤 其是現代的社群媒體重視「分享」，塑造外在形象的重要性更逐步深化，人們能 夠藉由形象、人設的裝扮，進而吸引到自己的追隨者，與此同時，當個人擁有了 大批的粉絲，又使得經營、重塑個人印象成為了不可忽視的關鍵，因此本研究希 望透過自我呈現理論及印象管理策略的架構了解擁有眾多粉絲的社群影響者對 於形象管理、營造的作法與觀點、策略，藉以深入理解影響力來源的其中一環。本研究以半結構式訪談探討社群媒體影響者為主，為此通過立意抽樣的方式， 選擇 8 位受訪者進行訪談，最後再透過編碼加以總結歸納，並整理出社群媒體使 用者的印象管理手法。本研究針對社群媒體影響者的印象管理與展示自我層面進 行分析，首先，影響者在社群平台保持真實性及一致性，維持著親和的形象，同 時保護隱私，避免過度曝光個人生活。在印象管理方面，重視言論正向性、適當 性、避免爭議性話題，並創造個人用語以增進粉絲的親近感。並且在不同情境下， 靈活運用典範、自我描述、道歉等策略，維持形象的一致性和正面性，面對印象 危機時，應正面回應和道歉，並且為了預防負面印象產生，首要是避免背離真實 的自己。在內容和平台策略方面，影響者應根據不同平台特性和觀眾偏好調整內 容，例如 Instagram 重視美感和簡單娛樂性短影音，確保圖像吸引力和文字簡明 易讀。與粉絲互動時，應建立平等、真誠的互動關係，利用限時動態和 Q&A 功 能增強互動並收集回饋。

With the rise of social media, personal branding has become crucial as anyone can become an influencer through community engagement. Modern social media emphasizes"sharing," making the shaping of one's image essential. People can attract followers through their image and persona. Simultaneously, managing and reshaping their personal image becomes an indispensable key. Therefore, this research aims to understand the practices, perspectives, and strategies of community influencers with a substantial following in terms of image management and construction, using the framework of self-presentation theory and impression management strategies. This study primarily focuses on semi-structured interviews with social media influencers. To achieve this, a combination of snowball sampling and purposive sampling will be employed to select 8 interviewees. This study analyzes the impression management and self-presentation of social media influencers. Influencers maintain authenticity and consistency, presenting a friendly image while protecting their privacy. They emphasize positive and appropriate statements, avoid controversial topics, and create personal language to enhance intimacy with followers. Strategies such as exemplification, self- description, and apologies are used to maintain a positive image. In a crisis, influencers should respond and apologize promptly, and avoid deviating from their true selves. Content should be adjusted based on platform characteristics and audience preferences, such as emphasizing aesthetics and simple, entertaining short videos on Instagram. Influencers should build sincere relationships with followers, using tools like Stories and Q&A to enhance interaction and gather feedback.