LINE 是⼀款⾏動通訊息軟體，LINE 貼圖提供給很多年輕⼈（尤其是年 輕情侶）⼀種⾏銷自我的⽅式，藉由個⼈品牌建立、非語⾔溝通、體驗動態 性別刻板印象，從⽽發展親密關係。在個⼈品牌發展中，LINE 具潛⼒挑戰傳 統的社會角⾊和溝通⽅式。本研究的目在於透過將社會角⾊理論（SRT）和 非語⾔溝通⽅式探索品牌理論拓展⾄個⼈品牌理論的可⾏性。在研究⽅法上， 本研究遵循解釋現象學⽅法。整體研究結果顯示，透過使用 LINE 貼圖的非 語⾔交流，性別刻板印象變得流動性且可塑性。因此，它為年輕男性和⼥性 在親密關係發展中提供⼀種非傳統的機會來探索性別角⾊和情感。更重要的 是，在圖像表情的環境中，本研究提出⼀個個⼈品牌流程理論框架。此外， 全⽂也詮釋學術理論和⾏銷的實踐意義，同時，也提出研究的局限性，以及 未來研究的途徑。

LINE is a mobile messaging app, and LINE stickers are increasingly providing a way for young people (particularly young couples) to market themselves through person branding and nonverbal communication, experience dynamic gender stereotypes, and develop close relationships. LINE communication has the potential to challenge traditional social roles and communication through personal branding processes. The aim of this study was to expand branding theory by applying social role theory (SRT) and nonverbal communication to personal branding. Methodologically, the research followed an interpretive phenomenological approach. The results of this study reveal that gender stereotypes may become fluid and malleable through nonverbal communication using LINE stickers, since they give both young males and females nontraditional opportunities to explore gender roles and emotions and develop close relationships. Importantly, this study provides a theoretical framework for structuring personal branding processes in emoticon-based environments. This paper explains the theoretical and practical implications of the research for both scholars and marketers, presents the limitations of the study and proposes avenues for future research.

親密關係、情感、性別角⾊、LINE 貼圖、個⼈品牌、非語⾔溝通、 社會角⾊理論

Close relationships, emotion, gender roles, LINE sticker, personal branding, nonverbal communication, social role theory