RT Journal Article
SR Electronic
T1 Who “Likes” You … and Why? A Typology of Facebook Fans
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 92
OP 109
DO 10.2501/JAR-54-1-092-109
VO 54
IS 1
A1 Elaine Wallace
A1 Isabel Buil
A1 Leslie de Chernatony
A1 Michael Hogan
YR 2014
UL http://www.journalofadvertisingresearch.com/content/54/1/92.abstract
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.