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

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


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.


Personality Trait Social Medium Online Social Network Human Personality Brand Personality 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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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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