Abstract: Previous researches on microblog contents are often based on IPA, ICA and interactive style frameworks. However, few people specially set foot in the studies on non-branded information microblogs. The existing fragmented researches are mainly focusing on the effect of non-branded information microblogs on consumer interaction and ignore its action mechanism on brand equity such as brand attitude of consumers. Through one preliminary experiment and three groups of formal experiments, this paper explores the psychological mechanism of the non-branded information microblogs on consumers’ perception and its usage boundary in the social networking content strategies. The findings show that the non-branded information microblogs can alleviate consumers’ psychological resistance, provide more perceived sense of freedom and microblog account attitude, and eventually promote the brand attitude. Meanwhile, the consumer regulatory focus model has regulatory effects on this process. The conclusion of this study is conductive to enterprises to make reasonable plans and manage the non-branded information contents, and at the same time, expands and enriches the research scope and results of brand microblogs.

Key words: non-branded information microblog, psychological reactance, regulatory focus