Who "likes" you...and why? A typology of facebook fans: From "fan"-atics and self-expressives to utilitarians and authentics

Wallace, Elaine ; Buil, Isabel (Universidad de Zaragoza) ; De Chernatony, Leslie ; Hogan, Michael

Resumen: 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.

Idioma: Inglés

DOI: 10.2501/JAR-54-1-092-109

Año: 2014

Publicado en: JOURNAL OF ADVERTISING RESEARCH 54, 1 (2014), 92-109
ISSN: 0021-8499

Factor impacto JCR: 2.563 (2014)

Categ. JCR: COMMUNICATION rank: 4 / 76 = 0.053 (2014) - Q1 - T1
Categ. JCR: BUSINESS rank: 21 / 115 = 0.183 (2014) - Q1 - T1

Tipo y forma: Article (PostPrint)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)