In One Lifespan

From critical thinking to creativity and more.

Four Types of Facebook Fans

Why do people become fans of brands on Facebook? Are they motivated by their interest in the brand, or are they influenced by their friends, or by their personality traits? We recently conducted a study of Facebook fans and using cluster analysis we reveal four very different ‘types’ of Facebook fan - Fanatics, Utilitarians, Self-expressives, and Authentics. Read More

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Michael Hogan, Ph.D., is a lecturer in psychology at the National University of Ireland, Galway.

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