An Investigation Into Facebook “Liking” Behavior An Exploratory Study

Abstract

, Mark Zuckerberg, CEO of Facebook (FB), announced that a billion people had used FB in 1 day to connect with friends and family, a milestone that was reached about a decade after the launch of the social media platform in 2004 (facebook.com). This rapid growth of FB brought with it an increase in the use of its "social media buttons" such as the "Like" and "Share" features. In May 2013, FB estimated that 4.5 billion Likes were generated daily by its users, a 67% increase from August 2012 (facebook.com). Like and Share buttons are plugged into more than 10 million websites globally (facebook.com) at present, and many companies and organizations have integrated a FB platform into their websites. However, despite this dramatic increase in the use of the Like feature, research into user motivations to engage in Liking behavior is scarce. Many studies have concentrated on the outcomes of the Like, such as purchase intentions and service quality

Can “Liking” Behavior Lead to Usage Intention on Facebook? Uses and Gratification Theory Perspective

“…We have derived the established and validated measures from existing literature with minor modifications. The measurement scales of enjoyment, passing time, information seeking, self-presentation, social presence, and social interaction are adopted and modified from Zhou et al [10], Gan [7], and Ozanne et al [11]. The measurement of liking behavior is modified from Gan [7] and Ozanne et al [11], and the measurement scales of subjective norms and continuous usage intentions for Facebook come from Al-Jabri et al [19] and Li et al [20].…”

“…In addition, De Oliveira and Huertas [22] suggested that subjective norms, social identity, group norms, entertainment, and interpersonal interconnectivity positively impact user satisfaction on Facebook. Moreover, a number of studies have empirically validated SNS research stating that user behavioral intentions are predicted by different aspects of gratification, such as hedonic gratification, content gratification, utilitarian gratification, and social gratification [11,20,24]. Different research points out that each gratification contains different dimensions.…”

“…According to Lee et al [2], subjective norms are positively associated with the behavioral attitudes of users toward Facebook and the result of virtual endorsement on Facebook. In particular, social obligations are identified as important underlying factors in the liking behavior of users on Facebook [11]. Moreover, existing marketing literature has argued that consumer purchase decisions are stimulated by liking behavior on SNS pages [2].…”

“…However, few studies have investigated users' motivations to like the posts of others on SNSs, especially Facebook. Similarly, early research has focused on general social media usage behavior [10] and psychological aspects of SNS usage [2,11], but has largely ignored the motives behind the use of SNS specific features. It has been suggested that the theory of uses and gratifications (U&G) may be useful to predict the liking behavior of WeChat users [7].…”

Türki̇ye’de Yapilan Facebook Araştirmalarina Yöneli̇k Eleşti̇rel Bi̇r Değerlendi̇rme

“…Bununla birlikte makalelerin, pek çok farklı disiplin ve çalışma alanına uzandığını görülür. Araştırmaların beşte birlik kısmına denk düşen ‚diğer‛ kategorisi, sosyoloji, spor, sağlık, edebiyat, güvenlik, turizm, hukuk, ilahiyat, bilişim, enformatik, psikoloji Facebook'ta zaman kavramı (Kaun & Stiernstedt, 2014), Facebook'un duygusal yayılımı (Hallinan, Brubaker & Fiesler, 2019), Facebook'ta beğeni pratiği (Ozanne et al 2017), güvenlik ayarlarının yönetimi (Suh & Hargittai, 2015), bağlantı mühendisliği (van Dijck, Çalışmaların veri toplama tekniğine bakıldığında en çok kullanılan teknik, anket (%31,2) ve içerik analizidir (%25,5). Anlamlı bir çoğunluk oluşturan diğer bir teknik ise, ölçek oluşturma ya da belli bir ölçeğin sınanması (%16,3) şeklindedir.…”