Who "Likes" You ... and Why? A Typology of Facebook Fans: From "Fan"-atics and Self-Expressives to Utilitarians and Authentics

Although many managers recognize that Facebook Fans represent a marketing opportunity, there has been little research into the nature of different Fan types.

Who “Likes” You … and Why? A Typology of Facebook Fans: From “Fan”-atics and Self-Expressives to Utilitarians and Authentics

Elaine Wallace

J. E. Cairnes School of Business and Economics, National University of Ireland Galway

Isabel Buil

University of Zaragoza

Leslie de Chernatony

Aston Business School

Michael Hogan

School of Psychology, National University of Ireland Galway

Management slant

  • Targeting strategies and brand communications can be enhanced by pragmatically studying four key segments of Facebook Fans.
  • "Fan"-atics have strong loyalty and brand love. Fan-atics help spread WOM due to their numerous Facebook friends. Facebook "shares" may encourage Likes from Fan-atics.
  • Self-expressives Like...

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