Browsing College of Business, Public Policy and Law by Subject "Cluster analysis"
Now showing items 1-2 of 2
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A typology of conspicuous donation on Facebook
(Emerald, 2021-02-05)Purpose This study aims to present a typology of Facebook followers of charities, drawing on theories of value co-creation, impression management and conspicuous donation behavior. Design/methodology/approach Data ... -
Who Likes You and Why? A typology of Facebook Fans
(2014)Although many managers recognize that Facebook fans represent a marketing opportunity, little is known about fan types. This study explores a typology of fans, drawn from a sample of 438 individuals who Like brands ...