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...