Understanding Likes on Facebook: An Exploratory Study

Anita Basalingappa 1, M. S. Subhas 2 *, Rashmi Tapariya 1

More Detail


This study focuses on understanding ‘likes’ on facebook. It is important to understand this phenomenon by studying how users would react to a post that is posted by a ‘friend’. Therefore, the objective of this paper is to understand what does it mean to ‘like’ a post on facebook? Is there a preference for a picture post in a status update than the written word? Are there distinctive types of ‘likes’ that can be useful to understand ‘likes’ on facebook? This is an exploratory study. Data was collected through Depth interviews and observing Facebook profiles. Twelve depth interviews were conducted and thirty nine facebook profiles’ data was observed from August 2013 to August 2014. The results show that profile pictures get maximum likes followed by status updates and then cover photos. The respondents indicated a pattern in the likes on each post.


social media Facebook like


This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article


Online Journal of Communication and Media Technologies, Volume 6, Issue 3, July 2016, pp. 234-249

Published Online: 26 Jul 2016

Article Views: 819

Article Downloads: 806

Open Access References How to Cite This Article