Entrepreneurs’ Personal Brand Strategy Based On Micro-blog

With the development of Internet technology, the emergence of Micro-Blogprovides a powerful platform to entrepreneurs for establishing and communicatingpersonal branding. In Micro-Blog, entrepreneurs can publish aphorisms, their gossip, andchat about macroeconomic, make technical advice. They also could communicate withfriends in Micro-Blog, and get grass roots ideas. Individual Micro-Blog is more likely tobe propagated and accepted because of their sexuality, diversity, and realistic. Throughsuch a media, entrepreneurs can show their own thoughts, life, and so on to createpersonal brand and ascend individual brand influence. But entrepreneurs’ personal brandresearches based on Micro-Blog at home and abroad are almost blank. This studyattempted to solve the following two questions: what strategies should entrepreneurs taketo increase the influence of personal branding aim at different target groups.Based on the summary of previous researches on Micro-Blog, personal brand, brandloyalty, product Involvement, and using orientation, the paper classify entrepreneurs’Micro-Blog by professional and interactive dimension, and develop the measurementscale of professional and interactive by employing small scale interview and mind storm.What’s more, the paper designs the model about the relationship between entrepreneurs’Micro-Blog strategy and loyalty, and study the regulation action of product involvementand using orientation on the relationship between entrepreneurs’ Micro-Blog strategy andloyalty. The data is collected through online method. By using the SPSS19software,descriptive statistics, reliability analysis and validity analysis, one-way analysis ofvariance, independent samples t-test, and simple effects tests are conducted to test theproposed model.Study results showed that mentors-type and textbook-type strategy are significantlyhigher than diary-type and friends and family-type on the average of loyalty. Under the low degree of product involvement, interviewees do not have significant differences inloyalty on the four kinds of entrepreneurs’ Micro-Blog strategy. Under the high degree ofproduct involvement, interviewees’ loyalty on mentors-type and textbook-typeMicro-Blog is significantly higher than loyalty on diary-type and friends and family-typeMicro-Blog. Non-task-oriented interviewees do not have significant difference on thefour kinds of entrepreneurs’ Micro-Blog strategy. Task-oriented interviewees’ loyalty onmentors-type and textbook-type Micro-Blog is significantly higher than loyalty ondiary-type and friends and family-type Micro-Blog. Based on these findings, this studyprovides some suggestions for enhancing entrepreneurs’ personal brand throughMicro-Blog.