Who “Likes” Brands? Exploring the Characteristics of Brand Fans on Facebook

  • Philipp Rauschnabel
  • Gunnar Mau
  • Björn Sven Ivens
Chapter
Part of the EAA Series book series

Abstract

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.

Keywords

Europe Marketing Alan Smit 

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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  • Philipp Rauschnabel
    • 1
  • Gunnar Mau
    • 2
  • Björn Sven Ivens
    • 1
  1. 1.Department of MarketingOtto-Friedrich-University of BambergBambergGermany
  2. 2.Department of MarketingUniversity of RegensburgRegensburgGermany

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