- 學位論文
素人到網紅之路
The road from amateur to internet celebrity
摘要
素人到網紅之路靈感起源，來自於筆者的女兒。由於女兒對於美食分享與寫實IG評論有興趣，無意之間成為了網紅。出於對女兒關心以及對於網紅時代來臨的好奇心，開啟本篇研究。欲探究素人到網紅之路中，要如何在眾多的網紅之中脫穎而出，同時兼顧業配以及粉絲們的心。 另外。根據美國影音廣告調查公司Mixpo（2015）發表的影音廣告調查報告顯示，有87%的受訪廣告商高層計畫要購買Facebook影音上的廣告，而81.5%的受訪者有意在YouTube上投放廣告。受訪廣告商採用社群網站影音廣告的前三大理由分別為，能透過互動機制增加參與（47%）、分享（43%）以及能和顧客對話（40%）。主流社群網站將會成為數位影音主要的消費通路，而且對廣告主而言，社群網站影音廣告不只是一個在電視以外的曝光通路而已，更重要的還可以利用社群網站提供互動、重新定位、進行相似受眾行銷等以人（網紅）為中心的行銷策略（吳雨霏，2015）。故以此為參考，在網紅行銷影響消費者態度的眾多因素中，我們選擇網紅自身特質與心理因素來探討。 透過訪談，本研究發現許多網紅剛開始只是抱持著分享的心態，結果粉絲數增加，而成為網紅。當然亦有許多網紅是有計畫經營成網紅事業的。兩者剛開始的企圖心，由本研究訪談可以發現大相逕庭；網紅通常對於成功網紅的定義不在於粉絲數的多寡，而是對於社會的正面影響力；網紅在網路上受到公開的匿名評論，難免受到一些無端的抨擊。受訪的網紅皆有自己一套調適的方式與想法；網紅的長期計劃往往與網紅的初衷有所關聯性。通常剛開始就對此行業有企圖心的網紅，較會有長遠的計畫與打算。
並列摘要
The origin of the inspiration for the road from an amateur to an internet celebrity comes from the author's daughter. Because my daughter is interested in food sharing and realistic IG comments, she accidentally became an internet celebrity. Out of concern for my daughter and curiosity about the advent of the Internet celebrity era, I started this research. I want to explore how to stand out among the many Internet celebrities on the road of amateurs to Internet celebrities, and at the same time take into account the industry and the hearts of fans. In addition. According to the video advertising survey report published by American video advertising research company Mixpo (2015), 87% of the surveyed advertisers plan to buy Facebook video ads, while 81.5% of the respondents intend to place ads on YouTube . The top three reasons surveyed advertisers use video advertising on social networking sites are the ability to increase engagement through interactive mechanisms (47%), sharing (43%), and the ability to communicate with customers (40%). Mainstream social networking sites will become the main consumption channel for digital audio and video, and for advertisers, video advertising on social networking sites is not just an exposure channel outside of TV, but more importantly, social networking sites can be used to provide interaction, re-creation. Marketing strategies centered on people (Internet celebrities) such as positioning and similar audience marketing (Wu Yufei, 2015). Therefore, taking this as a reference, among the many factors that influence consumer attitudes in Internet celebrity marketing, we choose the characteristics and psychological factors of Internet celebrities to discuss. Through interviews, this study found that many Internet celebrities initially only held a sharing mentality, but as a result, the number of followers increased and they became Internet celebrities. Of course, there are also many internet celebrities who have plans to run their business as internet celebrities. The initial ambitions of the two are quite different from the interviews in this research; Internet celebrities usually define a successful Internet celebrity not in the number of fans, but a positive influence on society; Internet celebrities are subject to public anonymous comments on the Internet, and it is inevitable that they will receive some unwarranted criticism. The interviewed Internet celebrities all have their own set of adjustment methods and ideas; the long-term plans of Internet celebrities are often related to the original intentions of Internet celebrities. Usually, Internet celebrities who have ambitions in this industry from the beginning will have long-term plans and plans.