通过分析企业家微博的内容类型(企业相关与个人相关)和情感描述方式(有情感与无情感)对企业家形象的影响,以及企业家形象对企业品牌形象的影响,文章构建了企业家微博对企业品牌形象的作用机制模型。研究采用2×2的组间实验发现,相对于企业相关的微博,个人相关的微博会引致更高的企业家形象评价;相对于无情感的微博,有情感的微博会引致更高的企业家形象评价;由企业家微博刺激形成的企业家形象评价显著影响企业品牌形象的评价,且这种影响受到企业家一品牌形象一致性的调节作用。文章揭示的企业家微博对企业品牌形象影响的作用机制,为企业家利用微博有效提升企业品牌形象提供了有益启示。 By analyzing the influence of content types (enterprise related and personal) and emotional description (emotional and emotionless) on entrepreneur’s image and the influence of entrepreneur’s image on corporate brand image, this paper builds an entrepreneur Weibo on corporate brand image mechanism model. The study, using a 2 × 2 intergroup experiment, found that individual-related micro-blogging leads to higher entrepreneurial imagery relative to business-related micro-blogs; emotional microblogging can lead to more High entrepreneurial image evaluation; entrepreneur Weibo formed by stimulating the formation of entrepreneurial image evaluation significantly affect the evaluation of corporate brand image, and this influence by a brand image of entrepreneurs consistent regulatory role. The article reveals the mechanism of the effect of microblogging on corporate brand image, which provides useful enlightenment for entrepreneurs to use microblog to effectively enhance corporate brand image.