Proceedings of the 2024 4th International Conference on Business Administration and Data Science (BADS 2024)

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Empirical Research on the Impact of Entrepreneurial Front-Stage Behaviors on Entrepreneur Image and Brand Image in the New Media Environment: Taking Weibo as an Example

Authors
Yulei Jiao1, Fujie Zhu2, Yaming Wang3, *
1Business School, University of Jinan, Jinan, 250355, China
2Financial Department, University of Jinan, Jinan, 250355, China
3School of Health Management, Shandong University of Traditional Chinese Medicine, Jinan, 250355, China
*Corresponding author. Email: 60070073@sdutcm.edu.cn
Corresponding Author
Yaming Wang
Available Online 26 December 2024.
DOI
10.2991/978-94-6463-632-1_13How to use a DOI?
Keywords
New media environment; Entrepreneur; Front-stage behavior; Brand image; Empirical Research; Weibo
Abstract

In the context of the booming development of new media, this study takes Weibo, a new media platform with extensive influence, as an example to deeply explore the impact of entrepreneurs’ front-stage behaviors on entrepreneur image and brand image through empirical research. The results show that compared with individual-related behaviors and enterprise-related behaviors, social-related behaviors have a greater positive impact on entrepreneur image and brand image. And entrepreneur image has a positive impact on brand image. The research results will help us better understand the role of entrepreneurial behaviors in brand building and provide theoretical basis and practical guidance for enterprises to use entrepreneurs’ front-stage behaviors to enhance brand image in the new media era.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 4th International Conference on Business Administration and Data Science (BADS 2024)
Series
Advances in Computer Science Research
Publication Date
26 December 2024
ISBN
978-94-6463-632-1
ISSN
2352-538X
DOI
10.2991/978-94-6463-632-1_13How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yulei Jiao
AU  - Fujie Zhu
AU  - Yaming Wang
PY  - 2024
DA  - 2024/12/26
TI  - Empirical Research on the Impact of Entrepreneurial Front-Stage Behaviors on Entrepreneur Image and Brand Image in the New Media Environment: Taking Weibo as an Example
BT  - Proceedings of the 2024 4th International Conference on Business Administration and Data Science (BADS 2024)
PB  - Atlantis Press
SP  - 121
EP  - 128
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-632-1_13
DO  - 10.2991/978-94-6463-632-1_13
ID  - Jiao2024
ER  -