The Content Structure Of Impression Management And Its Impact On Social Capital In Wechat Moments

WeChat Moments is an important platform for impression management.Based on the cultural background of our country,this research discussed the content structure of WeChat Moments Impression Management(WMIM)and the relationship between WMIM and the social capital(SC).This research not only focused on revealing the connotation of Impression Management and enriching the theoretical framework of Impression Management,but also aimed at finding the optimal strategies for individuals' Impression Management.This thesis mainly discusses the following three aspects: 1)the content structure of WMIM;2)the relationship between WMIM and SC;and 3)the factors that impact the behaviors of WMIM.Through literature analysis,preliminary questionnaire survey,and interviews,we designed final questionnaire,which is then distributed across the country via internet.After gathering the results,by using a variety of statistical methods,the conclusions are as follows:(1)By literature analysis,depth interview,and questionnaire analysis,it was concluded that the content structure of WMIM is made up of four dimensions,which are referred as ability demonstration,request and weakness,model demonstration,and praise.(2)With quantitative analysis,it was found that WMIM and SC are positively correlated.More specifically,ability demonstration and praise have positive impact on both bounding and bridging social capital,request and weakness have positive impact on bounding social capital,and model demonstration have positive impact on bridging social capital,(3)It was found that WMIM shows significant otherness on different variables of Human space statistics,such as gender,age,education background,and so on.(4)With the help of quantitative analysis,some strategies and advices on establishing better personal image and brand image were provided.