PT  - JOURNAL ARTICLE
AU  - Elaine Wallace
AU  - Isabel Buil
AU  - Leslie de Chernatony
AU  - Michael Hogan
TI  - Who “Likes” You … and Why? A Typology of Facebook Fans
AID  - 10.2501/JAR-54-1-092-109
DP  - 2014 Mar 01
TA  - Journal of Advertising Research
PG  - 92--109
VI  - 54
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/54/1/92.short
4100  - http://www.journalofadvertisingresearch.com/content/54/1/92.full
SO  - J Advert Res2014 Mar 01; 54
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.