This study tests hypotheses integrating relational
aspects of social networks, self-expressive brands, and consumers brand
advocacy. We explore the relationship
between homophily and social ties, and the extent to which strong ties are
associated with Facebook users incorporation of self-expressive brands in
their personal profiles by liking them. We also examine the relationship
between self-expressive brands liked on Facebook, and consumers brand
advocacy in online and offline settings.
A survey of 265 Facebook users reveals stronger social ties influence
consumers to like brands that express their inner and social selves. Self-expressive brands reflecting ones
inner or social self encourage consumers to offer positive WOM on social
networks. Further, self-expressive
brands liked on Facebook positively influence consumers brand acceptance,
and their willingness to forgive liked brands for wrongdoing. Managerial implications along with implications
for theory development are explored.