This paper explores the different influences of entrepreneurs' microblog behavior on corporate brand image. And these are influenced by the intermediary role of entrepreneur image evaluation and the adjustment of audience social responsibility awareness. The hypothesis were tested by experiment between two groups, Experiment 1 found that entrepreneurs' microblogging behavior can lead to higher entrepreneurs’ image evaluation; Experiment 2 shows that audience’s social responsibility awareness has a significant regulatory role. For an audience with a strong sense of social responsibility, altruistic behavior can lead to a higher evaluation of entrepreneur image than self-interested behavior; for an audience with a weaker sense of social responsibility, self-interested behavior can lead to higher entrepreneurial image evaluation than altruistic behavior. The audience's evaluation of the entrepreneur's image has a significant intermediary role between the entrepreneur's microblog and the corporate brand image evaluation. These conclusions have important practical value for microblog marketing.

Sufang Bian, Xiaohong Zhou, Research on the Influence of Entrepreneurs’ Micro-Blog on Corporate Brand Image. Academic Journal of Humanities & Social Sciences (2019) Vol. 2, Issue 2: 1-16. https://doi.org/10.25236/AJHSS.040038.

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