Who "likes" you ... and why? : a typology of Facebook Fans ; from "Fan"-atics and self-expressives to utilitarians and authentics
Year of publication: |
2014
|
---|---|
Authors: | Wallace, Elaine ; Buil, Isabel ; De Chernatony, Leslie ; Hogan, Michael |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 54.2014, 1, p. 92-109
|
Subject: | Facebook, Inc. | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Virales Marketing | Viral marketing | Clusteranalyse | Cluster analysis |
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