在自媒體快速發展的背景下，品牌建立已不再是企業或商業品牌的專屬，而逐漸成為個人從業者提升知名度、拓展影響力的關鍵途徑之一。個人品牌無論涉及商品、知識、專業或服務，皆需結合自媒體平台特性、了解消費者需求，並展現個人獨特價值。因此，如何運用自媒體特性、掌握消費者心理則更顯重要。當消費者對自媒體內容的信任程度與對品牌的認同感提升時，也會進一步影響其對個人品牌的忠誠度與消費意願。本研究針對諮詢教練如何透過自媒體經營來建立消費者信任並發展個人品牌進行探討，採用質性研究中多個案研究法，並以訪談法收集資料，搭配問卷調查，透過基本敘述統計分析消費者者體驗。研究結果顯示，諮詢教練認為經營自媒體有助於建立個人品牌，尤其是自媒體的互動性對於與消費者建立關係十分有益，並能有效提升消費者對諮詢教練個人品牌的信任程度。在經營策略方面，真實性被認為是贏得消費者信任的首要條件，真實案例分享最易引發消費者共鳴；在操作層面上，諮詢教練傾向於多平台經營，並認為每日更新能提升消費者關注度。此外，調查問卷結果顯示，91.8%的受訪者認為信任感對於諮詢教練的個人品牌非常重要，63%的受訪者表示若諮詢教練具備同樣專業資格，經營自媒體平台會增加其選擇意願。本研究透過多個案訪談與消費者意見調查，提出諮詢教練透過自媒體建立消費者信任並打造個人品牌的參考模式，期望為諮詢教練及其他領域建立個人品牌者提供可行性建議。

With the rise of social media, brand building is no longer limited to corporations but has become essential for individual professionals to establish their reputation and expand their influence. Personal branding, whether involving products, knowledge, expertise, or services, requires making use of social media's unique characteristics, understanding consumer needs, and demonstrating distinctive value. When consumers trust social media content and identify with a brand, their loyalty to the brand grows, and their willingness to engage in transactions significantly increases. This study seeks to explore how consulting coaches can effectively build consumer trust and develop personal brands through the strategic use of social media. It employs a qualitative multiple case study approach, using interviews as the primary data collection method, supplemented by questionnaire surveys. Basic descriptive statistics are applied to analyze consumer experiences. Findings reveal that consulting coaches perceive social media as a valuable tool for brand building, highlighting authenticity and sharing real-life cases as core strategies to build trust. Managing multiple platforms and maintaining daily updates are considered effective approaches for fostering consumers’ engagement. Furthermore, 91.8% of survey respondents identified trust as a critical element of a personal brand. Additionally, 63% of respondents expressed a preference for consulting coaches who are active on social media. These insights provide a reference model for consulting coaches and others aiming to develop personal brands via social media.

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