This study examined variables that predict college students' use of Facebook as well as their motives to fan companies on Facebook. Also of interest were variables that contribute to students' decisions to fan, how students who fan differ from those who do not, and variables that predict outcomes of college students' decisions to fan. Data were collected from 343 students. Expression identity and market mavenism emerged as predictors of motives to use Facebook and motives to fan consumer goods companies on Facebook. Market mavenism also predicted college students' decisions to fan (or not fan) as well as the outcomes of their decisions to fan. Utilitarian motives also were strong predictors of both the product/brand consumption and company association (fanning) outcomes.
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