行銷領域在近年來使用人類品牌 (human brands)的頻率大幅上升，隨著社群網站如Facebook、Twitter的興盛，許多名人使用粉絲專頁與粉絲從事直接互動，並在臉書上揭露更多的個人訊息（例如家庭生活、事業、 業務配置文、對公眾議題想法等），這些訊息會如何影響人們對名人的態度，是人類品牌行銷上的重要議題。首先，名人在Facebook粉絲專頁的形象與粉絲知覺到的真實自我和理想自我一致性，是否能增進人們所感受到的品牌真實性，進而影響粉絲願意從事正向的口碑宣傳？第二，Facebook提供了名人與粉絲直接互動的機會。本研究也將粉絲的感知互動性進行分類作為本研究的調節效果，進一步討論其如何影響真實自我和理想自我一致性的效果。本研究可以為名人的社群網路行銷提供管理上的影響和建議。

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