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

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

Research output: Contribution to journalArticlepeer-review


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
Issue number1
Publication statusPublished - 1 Mar 2014


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