後媒介時代的出現改變了人與人之間的溝通方式，部落格的興起更意味著個人媒體的來臨，透過部落格可以抒發自我心情、表述個人觀點等，然而，若將使用族群擴及公眾性人物，則部落格的功用或許就不再只是純粹的生活日記，其中隱含更多錯綜複雜的目的性操作。以本研究所專注之流行歌手部落格而言，歌手成立部落格的動機追根究底為環繞唱片行銷而生，也就是藉由部落格的高互動性特點，隱匿地將行銷目的包裝，而使部落格讀者不知不覺中成為整個行銷環節的中心。

有鑑於唱片宣傳行銷的使用面向，本研究提出三大研究問題：（1）歌手如何經營部落格？（2）歌手部落格中歌迷的互動情況為何？（3）部落格應用於歌手唱片宣傳行銷成果如何？本論文採質性研究方法的紮根理論進行，佐以深度訪談為資料蒐集步驟，共訪談七個歌手部落格中的主要經營者各一人，以瞭解歌手部落格的經營方式、人力規劃與組織分配，並探討歌手部落格中歌迷的互動情形，最後加以討論歌手利用部落格進行唱片宣傳所採取的行銷策略，以瞭解歌手將部落格應於商業行為的成效。

根據研究結果發現，流行歌手部落格的經營主要圍繞歌手形象的管理和讀者與歌迷社群的經營兩面向上，且此兩面向間具有相輔相成的效果，當歌手形象管理得宜時，讀者與歌迷社群的成立速度可能增加，而讀者與歌迷社群的出現也將提供歌手形象經營上的正面回饋，因此，若擬從事部落格行銷者，則建議應在此兩大部分上投注更多的心力。

The coming of the post-media times changes the method of interpersonal communication. The rise of blog means that the personal media comes. In our blogs, we can express private feelings and personal points of views. However, while the users of blog spread out to the celebrities, its function would not be merely a kind of the life diary, but be operated by the more and more implicit and complex purposes. This research focuses on the popular singers’ blogs, and we found that their motives to establish their blogs finally originate from their records marketing. In other words, these singers use the characteristics of high interaction of blog conceal their real purposes for the marketing from their readers and then, make them be the whole marketing center unconsciously.

Based on the usage of the record marketing, this research brings out three main issues. First, how dose a singer run his blog? Second, how do his fans or readers interact in his blog? Third, how are the marketing results, when blog is applied in the singers’ record marketing? This research adopted the grounding theory of the quality research method and took deep interviews to collect data. The research interviewed seven main executive people, running the singers’ blogs, to understand the management, the manpower programs, the resources organized in singers' blogs, and the interaction with the fans in the blogs. Moreover, this research discussed the marketing strategies for the promotion of the singers’ records to know the business benefits of the application of blog.

The research found that the management of singers’ blogs is mainly on the two sides. One is the management of the singer’s image and the other side is the management of his community. And these both sides complement perfectly. When the singer’s image management is proper, the communities of his readers and fans establish probably increasingly. Then, the appearance of these communities would also provide singer some feedbacks on their image management. Therefore, this research suggests the marketing in blog should pay much more attention on the image management and the community management.

第一章 緒論............................................................................1
第一節 研究動機與背景........................................................1
第二節 研究目的與研究問題................................................4
第二章 文獻探討....................................................................7
第一節 部落格........................................................................7
第二節 形象與形象管理......................................................12
第三節 網路社群..................................................................25
第三章 研究方法與設計......................................................31
第一節 質性研究方法..........................................................31
第二節 紮根理論..................................................................33
第三節 研究設計..................................................................35
第四章 資料蒐集與分析......................................................39
第一節 研究對象..................................................................39
第二節 訪談資料分析..........................................................40
第三節 研究架構圖..............................................................76
第五章 研究討論..................................................................79
第一節 歌手部落格的形象管理策略..................................79
第二節 部落格讀者歌迷社群的成形與影響......................82
第三節 形象管理與社群成立對於歌手部落格的影響......87
第六章 結論與建議..............................................................89
第一節 結論..........................................................................89
第二節 研究限制..................................................................92
第三節 研究建議..................................................................93
參考文獻...............................................................................94
中文部份...............................................................................94
英文部分...............................................................................98
附錄.....................................................................................104
附錄一.................................................................................104
圖4-3-1 歌手部落格經營流程圖（本研究整理）............77
圖4-3-2 歌手部落格經營架構（本研究整理）................78
圖5-2-1 社群成員金字塔分類（本研究整理）................84
表2-2-1 印象管理定義彙整................................................19
表2-2-2 Jones ＆ Pittman五種形象管理策略.................21
表2-2-3 形象管理相關研究彙整........................................24
表4-1-1 研究對象歌手基本資料一覽表............................39
表4-1-2 研究對象歌手部落格相關工作人員基本資料一覽表...........................................................................................39
附錄一.................................................................................105

中文部分
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