Communications in Humanities Research ISSN: 2753-7072
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Research Article

From "Lei Jobs" to "Mi Fans": The Impact of CEO Personal Branding on Consumer Behavioral Intentions under the S-O-R Framework

Hao WangHong Kong Baptist University*

* Corresponding author: [email protected]

Abstract

In the digital media era, a CEO's personal brand has become a critical factor influencing corporate image and market performance. This research utilizes the Stimulus-Organism-Response (S-O-R) model, aiming to investigate the complete pathway through which a CEO's personal brand (Stimulus) affects consumers' internal psychological states (Organism), and finally converts into behavioral responses such as positive attitudes, purchase intentions, and word-of-mouth communication (Response). The survey confirms that a CEO's personal brand positively affects a parasocial relationship with consumers. This emotional connection, in turn, drives purchase intention and brand loyalty, with the parasocial relationship acting as a crucial partial mediator in this process. The study concludes that a CEO's personal brand appeal is converted into commercial value primarily through establishing this emotional bond. Therefore, a key suggestion is that effective CEO branding strategies must move beyond one-way image shaping and instead prioritize building authentic, interactive relationships with the audience. This approach is fundamental to converting a CEO's personal influence into enduring brand loyalty and maximizing the value of the fans' economy.

Keywords: CEO Personal Brand; S-O-R Framework; Parasocial Relationship; Consumer Behavior
Published: October 23, 2025
DOI: 10.54254/2753-7064/2025.KM28177
Volume: CHR Vol.89
pp. 124-130
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