This study investigates how posting brand selfie photos on social media can signal
identities, which affect brand evangelism. By way of posting identity-relevant brand selfie photos, consumers can express their identities and therefore increase their connection with brands. Researchers have paid limited attention to how posting behavior leads to brand evangelism in the setting of social media platforms. Specifically, how brand selfie posting behaviors make consumers love brands so much so that they regularly promote them to others. According to social identity theory, brand selfie posting is a kind of social identity signaling in this study. The consequences of two types of identity signaling, public signaling and friend signaling, were investigated with a conceptual framework. An online survey questionnaire was carried out with 359 participants from Amazon MTurk. Results indicated that public signaling has a stronger positive influence on Fulfilled Identity Signaling compared to friend signaling. Results also demonstrated that Fulfilled identity Signaling results in enhanced brand love, consumer-brand engagement (encompassing cognitive processing, affection, and activation dimensions), and brand-social connection, all of which enhance brand evangelism except the CBE-Affection.

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