Ilona Dąbrowska
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引用次数: 0

摘要

该出版物试图描述和分析波兰网红Nicole Sochacki-Wójcicka自2023年2月开始的形象危机。该研究的主要主题是分析网红的个人资料——对@mamaginekolog在2022-2023年期间发布在Instagram个人资料上的内容进行了详细分析。这篇文章提出了关于如何使用社交网站来建立和实施形象战略的问题,以及在持续的危机中采取的行动(战略)。根据案例研究,可以确定的是,管理妇科妈妈形象的过程是逐步专业化的,与影响者商业活动的发展相适应。分析Nicole Sochacki-Wójcicka在持续的形象危机期间的电子活动表明缺乏存在或太慢引入危机预防策略。值得注意的是,他们依赖于通过部分退出虚拟世界来限制事件的影响,以及试图通过发布有关私人领域的帖子来暖化形象。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Kryzys wizerunkowy w serwisach społecznościowych – przykład Mamy Ginekolog
The publication is an attempt to describe and analyse the image crisis of the Polish influencer ‒ Nicole Sochacki-Wójcicka, which began in February 2023. The main subject of the research is the analysis of the influencer profile ‒ the content published on the @mamaginekolog Instagram profile in the years 2022‒2023 was subjected to a detailed analysis. The article poses questions about the ways of using social networking sites to build and implement an image strategy, as well as about the actions (strategy) adopted during the ongoing crisis. Based on the case studies, it was established that the process of managing the image of Mama Gynaecologist was gradually professionalized commensurate with the developing commercial activity of the influencer. The analysis of Nicole Sochacki-Wójcicka’s e-activity during the ongoing image crisis indicates the lack of existence or too slow introduction of a crisis prevention strategy. It is noticeable that they rely on limiting the effects of the event by partial withdrawal from the virtual world, as well as an attempt to warm up the image by publishing posts regarding the private sphere.
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