社群媒體的出現與興起,顛覆了傳統網路的溝通方式,其中又以 Facebook 最受矚目,會員成長最為快速。Facebook 在其平台上所提供的粉 絲專頁介面,除了讓品牌行銷看到了一股新的商機外,更讓個人有機會得以藉 由進行個人行銷。個人可以透過在粉絲專頁上張貼的文章和內容打造個人希望 的形象,而且個人行銷再也不會侷限於名人或者知名的運動員,就算是素人也 有機會在自己的專業領域中透過粉絲專頁來展露自己。近年來,口筆譯員也開 始設立個人的粉絲專頁,從專頁上的各種貼文,可以發現口筆譯員的工作模式 和最新的科技等。目前尚未有文獻探討在口筆譯產業中,口筆譯員架設粉絲專 頁的概況,因此本研究採用網路個人行銷、社群媒體和針對口筆譯員使用部落 格的相關文獻,整理出四大面向,從動機、網路上的身份、個人行銷和印象管 理來探討口筆譯員使用粉絲專頁的概況。進一步以一對一深度訪談,讓口筆譯 員能夠進一步針對四大面向闡述個人的看法,了解口筆譯員使用粉絲專頁的具 體情況及背後緣由,究竟個人粉絲專頁能否有助於口筆譯員達成原本架設專頁 的目標。每位受訪者的背景、初衷各有不同,開展出不同的使用方式。一探現 今社群媒體爲顯學的當下,粉絲專頁對口筆譯員帶來的改變和影響。

The rise of social media has dramatically changed the way we communicate. Facebook has been leading its way to the top among other social media platforms. With its new fan page function, Facebook not only provide a new approach for brand marketing, but a new platform for personal branding as well. Individuals can create a desired personal impression through posts and images on fan pages and gain more exposure for themselves.
When translators and interpreters starts to set up personal fan pages, their posts describe working conditions, emerging technologies and indicate how translators and interpreters are working in the 21st century. The study analyses these fan pages from four perspectives, including motivation, personal identity, online personal branding and impression management. Personal marketing strategy apparently play a crucial role in the this evolving process. Each fan page’s owner has different background and motivation leading to various marketing tactics.

參考文獻
英文
Aaker, D.A. (1996) Building Strong Brands. New York: The Free Press

Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of marketing, 69(3), 19-34.
Armstrong, A., & Hagel, J. (1999). Net gain: expanding markets through virtual communities. Journal of Interactive Marketing, 13(1), 55-65.
Armstrong, A., & Hagel, J. (2000). The real value of online communities. Knowledge and communities, 85-95.
Back, M. D., Stopfer, J. M., Vazire, S., Gaddis, S., Schmukle, S. C., Egloff, B., & Gosling, S. D. (2010). Facebook profiles reflect actual personality, not self-idealization. Psychological science.
Bar-Ilan, J. (2005). Information hub blogs. Journal of information science, 31(4), 297-307.
Barrick, M. R., Shaffer, J. A., & DeGrassi, S. W. (2009). What you see may not be what you get: relationships among self-presentation tactics and ratings of interview and job performance. Journal of Applied Psychology, 94(6), 1394.
Bendisch, F., Larsen, G., & Trueman, M. (2007). Branding people: towards a conceptual framework. Bradford University of Management.
Birnie, S. A., & Horvath, P. (2002). Psychological predictors of Internet social communication. Journal of Computer‐Mediated Communication, 7(4), 0-0.
Butler, B. S. (2001). Membership size, communication activity, and sustainability: A resource-based model of online social structures. Information systems research, 12(4), 346-362.
Cheney, G., & Christensen, L. T. (2001). Organizational identity: Linkages between internal and external communication. In F. M. Jablin & L. L. Putnam (Eds.), The new handbook of organizational communication: Advances in theory, research, and methods (pp. 231-269). Thousand Oaks, CA: Sage.
Dutta, S. (2010). What’s your personal social media strategy. Harvard business review, 88(11), 127-130.
Eleanor, W. J. E. (1997). Hyperbole over cyberspace: Self-presentation and social boundaries in Internet home pages and discourse. The Information Society, 13(4), 297-327.
Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer‐Mediated Communication, 13(1), 210-230.
Farquhar, J., & Rowley, J. (2006). Relationships and online consumer communities. Business Process Management Journal, 12(2), 162-177.
Goffman, E. (1990) the Presentation of Self in Everyday Life, London: Penguin.
Hemetsberger, A. (2005). Creative Cyborgs: How Consumers Use the Internet for Self-realization. Advances in Consumer Research, 32(1).
Jones, E. E., & Pittman, T. S. (1982). Toward a general theory of strategic self-presentation. Psychological perspectives on the self, 1, 231-262.

Kapferer, J. N. (1997). Strategic brand management: creating and sustaining brand equity long term, 2. Auflage, London.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.

Kaputa, C. (2005). UR a brand: how smart people brand themselves for business success. Davies-Black Publishing.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. the Journal of Marketing, 1-22.
Khedher, M. (2010). A Brand For Everyone: Guidelines for Personal Brand Managing. The Journal of Global Business Issues, 9(1), 19-27.
Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online personal branding: processes, challenges, and implications. Journal of Interactive Marketing, 25(1), 37-50.
Lair, D. J., Sullivan, K., & Cheney, G. (2005). Marketization and the recasting of the professional self the rhetoric and ethics of personal branding. Management Communication Quarterly, 18(3), 307-343.
Lee, H. M., Lee, C. C., & Wu, C. C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45(7/8), 1091-1111.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.
Markus, H., & Nurius, P. (1986). Possible selves. American psychologist, 41(9), 954.
Martin M. E., Gordon F., Ahmad J. (2009). Consumer Behavior, 2nd edition, Chichester: John Wiley.

McDonough Dolmaya, J. (2011). A window into the profession: What translation blogs have to offer Translation Studies. The Translator, 17(1), 77-104.
Mead, George H. (1934), Mind, Self, and Society, Chicago: The University of Chicago Press

Mead, George H. (1934), Mind, Self, and Society, Chicago: The University of Chicago Press
Mehra, A., Kilduff, M., & Brass, D. J. (2001). The social networks of high and low self-monitors: Implications for workplace performance. Administrative science quarterly, 46(1), 121-146.
Montoya, P. (2003). The brand called you: the ultimate brand-building and business development handbook to transform anyone into an indispensable personal brand. Santa Ana, CA: Personal Branding Press.
Papacharissi, Z. (2002). The self online: The utility of personal home pages. Journal of Broadcasting & Electronic Media, 46(3), 346-368.
Peters, T. (1997). The Brand Called You, Fast Company, 10, 83-90.
Rein, I., Kotler, P., Hamlin, M., & Stoller, M. (2005). High Visibility: Transforming Your Personal and Professional Brand, McGraw-Hill.

Ribeiro, J. C. (2009). The increase of the experiences of the self through the practice of multiple virtual identities. PsychNology Journal, 7(3), 291-302.
Romero, D. M., Galuba, W., Asur, S., & Huberman, B. A. (2011). Influence and passivity in social media. In Machine learning and knowledge discovery in databases (pp. 18-33). Springer Berlin Heidelberg.
Rosenberg, J., & Egbert, N. (2011). Online impression management: personality traits and concerns for secondary goals as predictors of self‐presentation tactics on Facebook. Journal of Computer‐Mediated Communication, 17(1), 1-18. Doi: 10.1111/j.1083-6101.2011.01560.x
Roy, D., & Banerjee, S. (2008). CARE-ing strategy for integration of brand identity with brand image. International Journal of Commerce and Management, 17(1/2), 140-148.
Safko, L. & David K. B. (2009), The Social Media Bible: Tactics, Tools, and Strategies for Business Success. Hoboken, NJ: John Wiley & Sons.
Schau, H. J., & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of consumer research, 30(3), 385-404.
Schau, H. J., & Gilly, M. C. (2003). We are what we post? Self-presentation in personal web space. Journal of consumer research, 30(3), 385-404.
Schwabel, D. (2009), Me 2.0: A Powerful Way to Achieve Brand Success. New York: Kaplan Publishers.

Schwabel, D. (2009). Me 2.0: A powerful way to achieve brand success. New York: Kaplan Publishers.

Shepherd, I. D. (2005). From cattle and coke to Charlie: Meeting the challenge of self marketing and personal branding. Journal of Marketing Management, 21(5-6), 589-606.
Statista. (2015c). Number of monthly active Facebook users worldwide. Retrieved December 9, 2015, from http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/
Suler, J. (2004). The online disinhibition effect. Cyberpsychology & behavior, 7(3), 321-326.
Toma, C. L., Hancock, J. T., & Ellison, N. B. (2008). Separating fact from fiction: An examination of deceptive self-presentation in online dating profiles. Personality and Social Psychology Bulletin, 34(8), 1023-1036.
Turkle, Sherry (1995), Life on the Screen: Identity in the Age of the Internet. New York: Touchtone.

Vasalou, A., & Joinson, A. N. (2009). Me, myself and I: The role of interactional context on self-presentation through avatars. Computers in Human Behavior, 25(2), 510-520.
Vazire, S., & Gosling, S. D. (2004). e-Perceptions: personality impressions based on personal websites. Journal of personality and social psychology, 87(1), 123.
Walther, J. B. (2007). Selective self-presentation in computer-mediated communication: Hyperpersonal dimensions of technology, language, and cognition. Computers in Human Behavior, 23(5), 2538-2557.
Whetten, D. A., & Godfrey, P. C. (1998). Identity in organizations. Thousand Oaks, California: Sage.
Whitty, M. T. (2007). The art of selling one’s self on an online dating site: The BAR approach. Online matchmaking, 57-69.

Yurchisin, J., Watchravesringkan, K., & McCabe, D. B. (2005). An exploration of identity re-creation in the context of internet dating. Social Behavior and Personality: an international journal, 33(8), 735-750.
Zhao, S., Grasmuck, S., & Martin, J. (2008). Identity construction on Facebook: Digital empowerment in anchored relationships. Computers in human behavior, 24(5), 1816-1836.
Zinkhan, G. M., Conchar, M., Gupta, A., & Geissler, G. (1999). Motivations underlying the creation of personal web pages: An exploratory study. Advances in consumer research, 26, 69-74.

中文
胡家榮、廖柏森(2009)。臺灣大專中英口譯教學現況探討。編譯論叢，2（1），151-178。
袁方（編）（2002）。社會研究方法。臺北：五南。
黃光玉、 劉念夏、陳清文（譯）（2004）。媒介與傳播研究方法：質化與量話研究途徑（原作者：A. Berger）。台北：風雲論壇。
畢恆達（1996）。詮釋學與質性研究。台北：巨流。
洪士耕（2013）。社群媒體之關係行銷研究-以 7-Eleven 之 Facebook 粉絲專業使用者為例（碩士論文）。取自臺灣博碩士論文系統。取自http://handle.ncl.edu.tw/11296/ndltd/71619429327142926520
Facebook （2015 年 12 月 9 日）。Facebook 使用說明中心。取自：https://www.facebook.com/help/281592001947683/
Facebook （2015 年 12 月 9 日）。Facebook 粉絲專頁使用說明中心。取自：https://www.facebook.com/help/492935104056753/
Facebook（2016 年 1 月 8 日）。Facebook 使用說明中心。取自：https://www.facebook.com/help/217671661585622
文及元（2014 年 6 月 26 日）。Facebook 台灣消費者線上行為調查。經理人雜誌。2015 年 12 月 9 日，取自：http://www.managertoday.com.tw/articles/view/42313
劉冠伶（2013 年 10 月13日）。攤開的日記　宣傳私生活。喀報。2013 年 10 月13日，取自：http://lihpao.shu.edu.tw/