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

Elaine Wallace, Isabel Buil, Leslie de Chernatony, Michael Hogan

Research output: Contribution to journalArticle

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.
Original languageEnglish
Pages (from-to)92-109
Number of pages18
JournalJournal of Advertising Research
Volume54
Issue number1
DOIs
Publication statusPublished - 1 Mar 2014

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facebook
fan
Fans
typology
Facebook
Cluster analysis
cluster analysis
loyalty
Marketing
love
Managers
marketing
manager
Values

Cite this

Wallace, Elaine ; Buil, Isabel ; de Chernatony, Leslie ; Hogan, Michael. / Who “likes” you … and why? A typology of Facebook fans. In: Journal of Advertising Research. 2014 ; Vol. 54, No. 1. pp. 92-109.
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Who “likes” you … and why? A typology of Facebook fans. / Wallace, Elaine; Buil, Isabel; de Chernatony, Leslie; Hogan, Michael.

In: Journal of Advertising Research, Vol. 54, No. 1, 01.03.2014, p. 92-109.

Research output: Contribution to journalArticle

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