Research On Impression Management Of Knowledge-based Internet Influencers

This article combines knowledge-based influencers and impression management to conduct research.According to Goffman's theory of drama,the article is divided into five levels of analysis and research: motivation,role design,behavior strategies,effects and influencing factors.The grassroots knowledge type is selected.Two internet celebrities and one elite knowledge-based internet celebrity conducted in-depth interviews and case studies,and analyzed the content and user reviews of knowledge celebrities on various platforms,and combined with users who have experience in paying for knowledge.In-depth interviews to study the effect and influencing factors of knowledge-based influencer management.Through a variety of research methods,it is found that the role design of knowledge-based celebrities not only needs to combine their professional characteristics,but also needs to study the characteristics of their users and fan groups,and then derive the appropriate role of knowledge-based celebrities;their impression management strategies mainly include matrix There are three types of platform-based impression communication,output of high-quality professional content and systematic community operation models,but their effects on different types of users are not the same.The interview results show that the knowledge management strategy of knowledge-based celebrities is mild.Knowledge-paying and users who simply seek knowledge are less effective.This study takes knowledge celebrities as the main body and basically understands the impression management of knowledge celebrities.At the same time,it makes impression management research not only limited to users,but also enriches the current research field of impression management.