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Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes
(Emerald, 2017)
Purpose
Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test ...
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 ...