本研究探討Instagram 限時動態(Instagram Story)經由使用者的共存感知 (Copresence)和自我呈現(Self-expression)，凝聚品牌忠誠度和消費者參與度的過程和脈絡。本研究採個案案例研究和深度訪談，探討三個不同產業型態和不同規模的Instagram官方用戶，並訪問兩位活躍於Instagram的品牌追蹤者，了解品牌經營者如何運用Instagram 限時動態的即時性和自我呈現能力，強化品牌形象，並與粉絲們建立更親密的關係，而限時性特色則讓品牌可以分享主打商品以外的資訊，豐富品牌形象。消費者則透過限時動態更認識品牌本身，獲得即時的品牌訊息，限時動態的功能與平台特色，也促使粉絲們提供即時的回饋，本研究發現品牌和粉絲都認同Instagram 限時動態能拉近彼此距離。雖然Instagram 限時動態具個人性化特色，過去研究卻未能完全證實它可以實際留住客群和創造業績，另外限時動態也賦予粉絲媒體使用與追蹤的主導權，可能讓品牌較難琢磨消費者的喜好，本研究結果提供進一步了解Instagram 限時動態商業功能的面向，並對社群行銷的理論和實務運作提出建議和未來研究方向。

The study examines how Instagram Story increases brand loyalty and increases user engagement through means of copresence and self-expression. Through case studies and interviews, a total of seven active Instagram Story users were asked to share their experiences. Three brands share that Story’s in-time feature allows them to be more personal with their brand expressions and establish more intimate relationships with their followers. Two brand followers also confirm that they feel closer to the active brands on Instagram Story because they can consume the given information within real time, give immediate feedback to the brands, received personalized information, and learn more than the commercial element of the brand.
Despite its high personalization and timeliness, Instagram Story has yet to been proven to be a channel for customer retention to generate business sales. Followers also hold more leverage over the content they want to see, making it harder for brands to monitor consumer preference. The overall purpose of the study is to establish an introductory premise that welcomes future speculation and examination.

Table of Contents
論文審定書 i
Acknowledgements ii
摘要 iii
Abstract iv
Table of Contents v
List of Figures vii
List of Tables vii
Chapter 1 1
1-1. Research Background 1
1-2. Research Motivation and Objectives 4
1-3. Research Questions 9
1-4. Organization of Study 9
Chapter 2 11
2-1. Preface: Social Recognition 11
2-2. Copresence 12
2-2-1. Copresence and Emotions 13
2-3. Self-expression 15
2-3-1. Front Stage Back Stage 16
2-3-2. Storytelling Through Narratives 17
2-4. Proposition 19
Chapter 3 20
3-1 Case Study 21
3-1-1. Jiu Zhen Nan 21
3-1-2. NSYSU Dragon Boat Team 24
3-1-3. Heroes of Aesthetics 24
3-1-4. Consumers 25
3-2. Interviews 26
3-3. Data Coding 30
Chapter 4 33
4-1. Why Choose Story? 33
4-2. Copresence 35
4-3. Self-expression 41
4-4. Chapter Conclusion 46
Chapter 5 48
5-1. Theoretical Implications 49
5-2. Practical Implications 50
5-3. Limitations and Future Research Directions 52
References 57
Appendix 64
Interview Manuscripts 66
Interviewees Approval of Interview Disclosure 86

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