Journal of Brand Management

, Volume 20, Issue 2, pp 128–146

Facebook ‘friendship’ and brand advocacy

  • Elaine Wallace
  • Isabel Buil
  • Leslie de Chernatony
Original Article

DOI: 10.1057/bm.2012.45

Cite this article as:
Wallace, E., Buil, I. & de Chernatony, L. J Brand Manag (2012) 20: 128. doi:10.1057/bm.2012.45

Abstract

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.

Keywords

facebook homophily social ties self-expressive brands brand advocacy 

Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2012

Authors and Affiliations

  • Elaine Wallace
    • 1
  • Isabel Buil
    • 1
  • Leslie de Chernatony
    • 1
  1. 1.Lecturer in Marketing, J.E. Cairnes School of Business & Economics, National University of Ireland GalwayIreland

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