79730 20190819103729.0 doi 10.2501/JAR-54-1-092-109 sideral 87051 ART-2014-87051 eng Wallace, Elaine Who "likes" you...and why? A typology of facebook fans: From "fan"-atics and self-expressives to utilitarians and authentics 2014 Access copy available to the general public Unrestricted 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. info:eu-repo/semantics/openAccess All rights reserved http://www.europeana.eu/rights/rr-f/ 2.563 2014 COMMUNICATION 4 / 76 = 0.053 2014 Q1 T1 BUSINESS 21 / 115 = 0.183 2014 Q1 T1 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion (orcid)0000-0001-6631-8909 Buil, Isabel Universidad de Zaragoza De Chernatony, Leslie Hogan, Michael 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 54, 1 (2014), 92-109 J. advert. res. JOURNAL OF ADVERTISING RESEARCH 0021-8499 221079 http://zaguan.unizar.es/record/79730/files/texto_completo.pdf Postprint 35592 http://zaguan.unizar.es/record/79730/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:79730 articulos driver 2019-08-19-09:45:44 ARTICLE