TY - JOUR
T1 - Who "likes" you...and why? A typology of facebook fans
T2 - From "fan"-atics and self- expressives to utilitarians and authentics
AU - Wallace, Elaine
AU - Buil, Isabel
AU - de Chernatony, Leslie
AU - Hogan, Michael
PY - 2014
Y1 - 2014
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84896881418&partnerID=8YFLogxK
U2 - 10.2501/jar-54-1-092-109
DO - 10.2501/jar-54-1-092-109
M3 - Article
AN - SCOPUS:84896881418
SN - 0021-8499
VL - 54
SP - 92
EP - 109
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 1
ER -