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Who “Likes” You … and Why? A Typology of Facebook Fans

From “Fan”-atics and Self-Expressives To Utilitarians and Authentics

Elaine Wallace, Isabel Buil, Leslie de Chernatony, Michael Hogan
DOI: 10.2501/JAR-54-1-092-109 Published 1 March 2014
Elaine Wallace
J. E. Cairnes School of Business and Economics, National University of Ireland Galway,
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  • For correspondence: elaine.wallace@nuigalway.ie
Isabel Buil
University of Zaragoza,
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  • For correspondence: ibuil@unizar.es
Leslie de Chernatony
Aston Business School,
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  • For correspondence: dechernatony@btinternet.com
Michael Hogan
School of Psychology, National University of Ireland Galway,
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  • For correspondence: michael.hogan@nuigalway.ie
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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.

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Vol 54 Issue 1

Journal of Advertising Research: 54 (1)
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Who “Likes” You … and Why? A Typology of Facebook Fans
Elaine Wallace, Isabel Buil, Leslie de Chernatony, Michael Hogan
Journal of Advertising Research Mar 2014, 54 (1) 92-109; DOI: 10.2501/JAR-54-1-092-109

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Who “Likes” You … and Why? A Typology of Facebook Fans
Elaine Wallace, Isabel Buil, Leslie de Chernatony, Michael Hogan
Journal of Advertising Research Mar 2014, 54 (1) 92-109; DOI: 10.2501/JAR-54-1-092-109
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