本研究探討了臺灣生活風格網紅如何在數位時代運用社群媒體的說故事策略（Storytelling Strategy）來塑造個人品牌。隨著 AI 技術的快速發展，社群媒體的靈活性日益提升，但許多網紅在提升觀眾參與度和忠誠度方面，仍缺乏有系統且有效的說故事策略。本研究發現，雖然生活風格網紅的本質即是透過分享個人生活故事與觀眾互動，然而，如何不僅將說故事策略融入內容創作，更進一步應用於整體的個人品牌建立，從更宏觀的層面上制定策略以創造深層連結並持續吸引觀眾，仍有待進一步研究與整合。

本研究採用質性研究方法，透過以下實證進行分析：1）對選定專家、案例進行半結構式訪談，2）檢視案例及其社群媒體活動與內容，3）對選定案例的觀眾進行問卷調查。研究綜合應用說故事模式圖（Storytelling Canvas）進行分析，並結合個人品牌模型（Personal Branding Model）進行驗證。結果顯示：1）說故事不僅是一種內容呈現方式，更可以成為強化個人品牌的關鍵策略；2）說故事能增強網紅的真實感與親和力；3）有效的說故事策略能幫助網紅保持觀眾的興趣和忠誠度，這對長期發展至關重要。

這項研究將理論知識與實際應用相結合，展示了：1）微網紅（Micro-Influencer）的崛起，鞏固了說故事者及其目標觀眾定位的需求；2）數位影響者經常在無意識的情況下運用說故事工具。透過解構個人品牌模型，並將說故事策略綜合到過程中，開發一個策略框架，旨在為社群媒體文獻做出貢獻，並為尋求培養引人入勝、真實網路形象的網紅提供可操作的策略。這為未來研究探索數位環境中說故事策略與觀眾參與之間的動態互動奠定了基礎。

This research explores the strategic use of social media storytelling in personal branding among Taiwan’s lifestyle influencers within the evolving digital landscape. While social media’s fluidity, especially with the rise of AI technology, offers new opportunities, many influencers lack comprehensive storytelling strategies to enhance audience engagement and loyalty. In this study, the researcher observed the essence of lifestyle influencers is to share their personal stories, yet a gap remains in integrating storytelling not only into content creation but also applying it more broadly to the overall personal branding strategy. From a more holistic perspective, this strategic integration is crucial for building deeper connections and maintaining long-term audience engagement

Employing a qualitative approach, the study draws on data from 1) semi-structured interviews with selected experts and the case, 2) a review and content analysis of the case's social media activities, and 3) questionnaires from the audience of the selected case. By applying the storytelling canvas and the personal branding model, the findings reveal that: 1) storytelling enhances audience engagement, serving not merely as a content delivery method but as a core strategy for personal branding; 2) it fosters authenticity, improving influencers' relatability; and 3) effective storytelling supports the long-term success of personal brands by maintaining audience interest and loyalty.

This research bridges theory and practice, showing that: 1) the rise of micro-influencers highlights the need for targeted storytelling that aligns with audience values and preferences; 2) storytelling, although often used unconsciously by influencers, is crucial for shaping personal branding, fostering authenticity, and sustaining audience engagement; and 3) when integrated into a strategic framework, storytelling becomes essential for influencers aiming to build compelling, authentic online personas. This study deconstructs the personal branding model, integrating storytelling strategies into the process, and offers actionable insights for influencers while providing a foundation for future research on the relationship between storytelling, audience engagement, and digital trends.

English Journal Article
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English Publications
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English Thesis
Ammattikorkeakoulu, L. (2016). Content marketing’s role in company branding and business. Theseus. https://www.theseus.fi/handle/10024/119658
Bull, J. (2022). Authenticity, Commodification of the Self, and Micro-Influencers: An in-depth analysis into the online identity construction of South African micro-influencers within the Western Cape. https://open.uct.ac.za/handle/11427/36580
Bainotti, L. (2021). Striving for Conspicuousness. How Micro-Influencers Construct and Display Social Status on Instagram. [PhD Dissertation]. Università degli Studi di Milano, Università degli Studi di Torino.
Gustafsson, D. (2017). Analysing the Double diamond design process through research & implementation [MA Thesis]. Aalto University.
Karanikolova, M. (2019, July). Fashion influencers decoded. The role of social media influencers in luxury fashion houses development, marketing and PR strategies. https://doi.org/10.13140/RG.2.2.33045.88807
Øksnevad, K. C. (2021). Innovative branding - the influence of an influencer [MA Thesis]. https://brage.inn.no/inn-xmlui/handle/11250/2990682

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Chinese Webpage
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