Facebook ‘friendship’ and brand advocacy

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.