Brand has a role to help consumer in developing their self-identity (Escalas and Bettman, 2003) so the consumer selects particular brand far beyond its functional benefit (McDonald and Wilson, 2011). Schau and Gilly (2003) found that social networks allow consumer to show their “ideal self". This study aims to analysis the effect of self-expressive brands on Facebook towards brand love, brand advocacy word of mouth, and brand advocacy acceptance. Samples in this study are Facebook user who had already given their like, comment and share for a particular brand within six months. The data was processed by using Structural Equation Modeling (SEM). The result of this study found that both self-expressive brands (inner self) and self-expressive brands (social self) have positive effect to brand love. Brand love has positive effect to brand advocacy word of mouth and brand advocacy acceptance. This study also found that self-expressive brands (inner self) has positive effect to brand advocacy acceptance, but it doesn’t have effect to brand advocacy word of mouth. On the other hand, self-expressive brands (social self) has positive effect to brand advocacy word of mouth, nevertheless it doesn’t have effect to brand advocacy acceptance.