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Published in:
2013 | OriginalPaper | Chapter
Who “Likes” Brands? Exploring the Characteristics of Brand Fans on Facebook
Authors : Philipp Rauschnabel, M.S.c, Gunnar Mau, PhD., Post-Doc-Reseracher, Prof. Björn Sven Ivens
Published in: Advances in Advertising Research (Vol. IV)
Publisher: Springer Fachmedien Wiesbaden
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Using online social networks (OSNs) is becoming more and more common in all population groups. Not surprisingly, many marketers intend to be present in these networks in the future (e.g., Busby et al., 2010). But, as several studies among practitioners reveal, more general knowledge is needed to plan marketing engagements in OSNs. In the academic marketing literature a need for more detailed research on OSNs has been identified as well (e.g., Burmann, 2010). Practitioners and scholars alike particularly seek better insights into determinants of brand related behaviors on OSNs.