企业家自我呈现是提升企业品牌竞争优势的有效战略。因为企业家自我呈现能够影响消费者品牌态度。然而，在社会化媒体时代，消费者对企业家信息获取更加全面，并且能够与企业家进行互动。该变化导致已有研究显示出两个局限性。第一个局限是现有研究仅考虑了企业家自我呈现的构成要素对消费者的影响，而忽略了企业家自我呈现的风格差异对消费者的影响。第二个局限是忽略从消费者追随的心理，去研究企业家自我呈现对消费者的影响。为拓展上述局限，本项目结合企业家自我呈现的构成要素（比如，企业家业绩领先vs落后）和企业家自我呈现的风格差异（比如，获得性自我呈现vs防御性自我呈现），组合成企业家自我呈现策略，展开以下三方面研究：首先，探讨不同类型的企业家自我呈现策略对消费者追随意愿的影响；其次，检查消费者对企业家的追随可以转化为消费者对企业品牌拥护的作用机制。最后，探讨企业家自我呈现策略对消费者追随和品牌拥护的调节效应。

Entrepreneur’s positive self-presentation can positively influence consumer’s brand attitude and thus improve the competitiveness of enterprise brand. However, with the emerging of social media, the power of consumer information acquisition has been improved in two ways: First, it makes consumers to obtain overall information more timely. Second, consumers could interact with entrepreneurs. Consumers become more active and could follow entrepreneurs, however past research ignores this change. Extending past research, this project reviews prior classifications of self-presentation and subsequently constructs a new integrative taxonomy. The entrepreneur’s self-presentation includes two dimensions as follow: one dimension is the construct of entrepreneur (for example, leading performance vs. backward performance), and another dimension is the style of self-presentation (for example, the acquisition of self-presentation vs. defensive self-presentation). Study 1 demonstrates the main effect of different types of entrepreneur’s images on consumer followership. Study 2 examines the motivation and intention of consumer followership as a critical psychological mechanism that mediates the influence of entrepreneur’s images and consumer’s brand advocacy. Study 3 reveals the interaction effect of entrepreneur’s image type and number of followers (consumer life span/perceived risk) on consumer followership as well as the mediating effect of consumer followership.