A service provider facilitates consumption of goods, brands, or services on an interactive network using characterizations of consumers, behavior, brands, consumable goods, advertisers, and advocates to determine a three-way match between a consumable good, a consumer, and an advocate. The matching method determines one or more likely consumers by maximizing the estimated contextual value of personalized advocacy. Further, the service provider captures the value of the personalized advocacy in each match, and distributes that value in the form of various marketing incentives.