Peer-Reviewed Journal Details
Mandatory Fields
Wallace, E; Buil, I; de Chernatony, L
Journal of Brand Management
Facebook Friendship and Brand Advocacy
Optional Fields
Brand Facebook Advocacy Social Network Word of Mouth Self-expressive brands Homophily Social Ties
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 one’s 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.
Grant Details
Research Development Initiative, Strand 2 (Ref: RCS 258)
Publication Themes