如何成為真誠的社群媒體影響者？探討語言策略如何化解本真性與行銷意圖的兩難

How to be an Authentic Influencer?A Study of Influencers’ Linguistic Strategy in Solving the Dilemma between Authenticity and Marketing Intent

李翊綺(Li Yi-Chi)

指導教授 ： 鍾蔚文

國立政治大學/傳播學院/傳播學院傳播碩士學位學程/碩士(2022年)

https://doi.org/10.6814/NCCU202201356

摘要

影響者行銷是當代極其重要的一種行銷手法。然而，影響者經常在行銷過程中遭遇兩難的困境。影響者既要完成合作品牌的行銷目標，同時又需要維持閱聽人的信任。本研究目的在探討，影響者如何運用語言策略管理形象，既達到行銷目標，又保持本真性的形象。本研究選取YouTuber Kelly 所經營的兩個YouTube頻道:「TheKellyYang」、「SHOPAHOLIC 凱利依法」，作為分析個案。

本研究發現影響者使日常影片與業配影片相互配合，來化解此一兩難。同時，影響者運用四個語言策略化解困境。第一，影響者透由 Vlog 影片長期與閱聽人分享生活，讓閱聽人對自己有所了解，培養長期的信任關係。第二，影響者運用包容性的對話，讓閱聽人覺得自己和影響者屬於一個群體，鞏固信任關係。第三，影響者分享專業知識和個人經驗，協助閱聽人做消費決策，建立權威性。第四，影響者針對閱聽人對業配合作的疑慮，運用語言策略來消除疑慮。

關鍵字

影響者行銷 ； 美妝影響者 ； 業配影片 ； 兩難 ； 權威 ； 我們 ； 打預防針 ； 本真性 ； 形象管理 ； 語言策略

並列摘要

Influencer marketing is an extremely important marketing technique, which influencers and brands co-produced creations, in recent years. However, influencers often encounter the dilemma in influencer marketing. Influencers need to achieve the goal of marketing, which from cooperating with brands and maintaining trust with audiences at the same time. This research focuses on exploring how influencers manage their image through linguistic strategies in influencer marketing. This research chooses two YouTube channels, which manage by YouTuber Kelly: ‘TheKellyYang’, ’SHOPAHOLIC凱利依法’as case study.

This research finds that influencers make sponsored videos and non-profit videos cooperate with each other to maintain authenticity. Influencers use four strategies to solve the dilemma. First, influencers build long-term relationships with audiences through Vlogs which let audiences know themselves and trust relationships. Second, influencer argues that they are "on the same side" with audiences to strengthen the relationship of trust. Third, influencers share personal experiences and synthesize experiences to empower audiences with systematic knowledge. This helps influencers build authority, and also helps audiences make purchasing decisions. Fourth, influencers make statements in advance to prevent audiences from having much more doubts about the sponsored videos.

並列關鍵字

Influencer marketing ； Beauty influencer ； Sponsored video ； Dilemma ； We ； Authority ； Inoculation ； Authenticity ； Impression management ； Linguistic strategy

參考文獻

Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71–89. https://doi.org/10.1509/jmkg.74.2.71

中文文獻

江靜之(2010)。〈廣電新聞訪問者之不同閱聽人想像: 論述心理學之觀點〉，《新

聞學研究》，102:35-72。

江建璁(2018 年 6 月)。〈相信我，我是「真」的柯文哲:從「本真性」觀點探