Who “likes” you … and why? A typology of Facebook fans

Wallace, Elaine, Buil, Isabel, de Chernatony, Leslie and Hogan, Michael (2014). Who “likes” you … and why? A typology of Facebook fans. Journal of Advertising Research, 54 (1), pp. 92-109.

Abstract

Although many managers recognize that Facebook Fans represent a marketing opportunity, there has been little research into the nature of different Fan types. This study explores a typology of Fans, drawn from a sample of 438 individuals who "Like" brands on Facebook. Fans' brand loyalty, brand love, use of self-expressive brands, and word of mouth (WOM) for Liked brands were used to suggest four Fan types: the "Fan"-atic, the Utilitarian, the Self-Expressive, and the Authentic. The results of this exploratory study highlight the value of cluster analysis as a strategy for identifying different Fan types and provide insights to prompt further research into Facebook Fan types.

Publication DOI: https://doi.org/10.2501/JAR-54-1-092-109
Divisions: Aston Business School > Marketing & strategy
Aston Business School > Marketing & strategy research group
Full Text Link: https://aran.li ... ndle/10379/4159
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
http://www.jour ... content/54/1/92 (Publisher URL)
Published Date: 2014-03-01
Authors: Wallace, Elaine
Buil, Isabel
de Chernatony, Leslie
Hogan, Michael

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