doi:10.2501/JAR-54-1-092-109engWallace, ElaineBuil, IsabelDe Chernatony, LeslieHogan, MichaelWho "likes" you...and why? A typology of facebook fans: From "fan"-atics and self-expressives to utilitarians and authenticsART-2014-87051Although 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.2014http://zaguan.unizar.es/record/7973010.2501/JAR-54-1-092-109http://zaguan.unizar.es/record/79730oai:zaguan.unizar.es:79730JOURNAL OF ADVERTISING RESEARCH 54, 1 (2014), 92-109All rights reservedhttp://www.europeana.eu/rights/rr-f/info:eu-repo/semantics/openAccess