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dc.contributor.authorWallace, Elaine
dc.date.accessioned2014-02-05T17:28:26Z
dc.date.available2014-02-05T17:28:26Z
dc.date.issued2014
dc.identifier.citationWallace, Elaine, Buil, Isabel , de Chernatony, Leslie , & Hogan, Michael (2014). Who “Likes” You … and Why? A Typology of Facebook Fans. Journal of Advertising Research, 54(1). doi: 10.2501/JAR-54-1-092-109en_US
dc.identifier.urihttp://hdl.handle.net/10379/4159
dc.description.abstractAlthough 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 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.en_US
dc.formatapplication/pdfen_US
dc.language.isoenen_US
dc.relation.ispartofJournal Of Advertising Researchen
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 Ireland
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/3.0/ie/
dc.subjectBranden_US
dc.subjectFacebook fansen_US
dc.subjectTypologyen_US
dc.subjectCluster analysisen_US
dc.titleWho Likes You and Why? A typology of Facebook Fansen_US
dc.typeArticleen_US
dc.date.updated2014-01-28T16:04:36Z
dc.local.publishedsourcehttps://dx.doi.org/10.2501/JAR-54-1-092-109
dc.description.peer-reviewedpeer-reviewed
dc.internal.rssid4763599
dc.local.contactElaine Wallace, Dept. Of Marketing, Room 322, St. Anthony'S, Nui Galway. 2603 Email: elaine.wallace@nuigalway.ie
dc.local.copyrightcheckedYes
dc.local.versionACCEPTED
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Attribution-NonCommercial-NoDerivs 3.0 Ireland
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 3.0 Ireland