Facebook, Self-Expression, Brand Love, Brand Advocacy, WOM, Structural Equation Modeling
study explores self-expressive brands, brand love, and brand advocacy. Specifically, it examines consumer
relationships with those brands they ‘Like’ on the Facebook social
network. Consumers ‘Like’ brands
as a form of self-expression, as the brand becomes part of their online
self-identity. Findings from a
survey of 265 Facebook users reveal that when brands ‘Liked’ are
self-expressive, brand love is greater.
Further, stronger brand love leads to greater brand advocacy. When consumers love a brand which they
‘Like’ on Facebook, positive WOM, acceptance of product extensions, and
excusing the brand for perceived wrongdoing, is more likely.