TY - JOUR T1 - Who “Likes” You … and Why? A Typology of Facebook Fans JF - Journal of Advertising Research JO - J Advert Res SP - 92 LP - 109 DO - 10.2501/JAR-54-1-092-109 VL - 54 IS - 1 AU - Elaine Wallace AU - Isabel Buil AU - Leslie de Chernatony AU - Michael Hogan Y1 - 2014/03/01 UR - http://www.journalofadvertisingresearch.com/content/54/1/92.abstract N2 - 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. ER -