This research attempts to determine how Facebook check-in influences consumer perceptions of a brand shown on a Facebook post wall by using envy as a mediator. This research also investigates the moderating effects of tie strength. The results show that Facebook check-in affects malicious envy, which leads to negative brand associations. This research also identifies moderating effects of tie strength on a brand. When tie strength is strong, conspicuous check-in does not affect brand equity. When it is weak, check-in leads to positive brand associations via brand quality. Finally, this research offers practical suggestions.