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| What Should Entrepreneur Micro-blogs Show to Audience? |
| HUANG Jing,ZHU Liya,XIONG Xiaoming |
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Abstract This paper focuses on the effect of entrepreneurs’ micro-blogging behavior on consumers’ perception of entrepreneur image. Based on the characteristics of the local culture, we have divided entrepreneurs’ micro-blogging information into two categories: information presenting how an entrepreneur conduct himself (herself) and information presenting how an entrepreneur does things. The results of two experiments show: two types of information both have a positive impact on consumers’ evaluation of entrepreneur image; compared with entrepreneurs presenting information about conducting self, consumers who have a highly self-important moral identity give higher evaluation to entrepreneurs presenting information about conducting self; compared with entrepreneurs presenting information about conducting self, consumers who have a low self-important moral identity give higher evaluation to entrepreneurs presenting information about doing things.
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Received: 13 September 2013
Published: 24 February 2014
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Corresponding Authors:
ZHU Liya
E-mail: zhuliya8110@hotmail.com
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2014, Vol. 
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