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.
Wallace, E., Buil, I., de Chernatony, L., & Hogan, M. (2014). Who “likes” you … and why? A typology of Facebook fans. Journal of Advertising Research, 54(1), 92-109. https://doi.org/10.2501/JAR-54-1-092-109