Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands

Brands provide a means for consumers to present the self, expressing their inner selves (the ‘real me’), or social (how others see me). With rise in media use, academics and practitioners seek understand how consumers’ self-expression through following brands online leads brand outcomes. This study investigates self-expressiveness of as separate antecedents two outcomes: intention co-create value willingness pay premium price. Insights from 332 followers on reveal that drive these outcomes differently, engagement trust mediate relationship between self-expressive outcomes, but only when has an ability express self. The findings have implications influence