Instagram in the image management process – an example of the Mom Gynecologist profile

Abstract

The subject of the article was an analysis of the ways of using social media in the process of image building, as well as the relationship between online and offline popularity results. The case study method was used in the research. The main subject of the research was the analysis of the profile of the instagrammer and influencer Nicole Sochacki-Wójcicka. The content published on the @mamaginekolog Instagram profile in 2022-2023 was analysed. The subject of the analysis were both the author’s own publications, as well as comments and reactions of Internet users posted under given posts. The article poses questions about the legitimacy and ways of using social networking sites to build and implement an image strategy. Based on the case studies, it was established that the process of managing the image of Mama Gynecologist was gradually professionalized along with the growing activity of the influencer. The influencer’s main communication channel was, and still is, Instagram (two accounts: @mamaginekolog and @ amaginekolog.news). The frequency of publication was gradually decreasing, and the form of published content evolved towards video content - online transmission. A detailed analysis of Nicole Sochacki-Wójcicka’s e-activity during the image crisis indicated the adoption of a strategy to limit the effects of the event by partial withdrawal from the virtual world, as well as an attempt to warm up the image by publishing posts regarding the private sphere (including photos of family members).