Understanding Likes on Facebook: An Exploratory Study

Anita Basalingappa 1, M. S. Subhas 2 *, Rashmi Tapariya 1
More Detail
1 MICA, Ahmedabad, India
2 Karnatak University, India
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 6, Issue 3, pp. 234-249. https://doi.org/10.29333/ojcmt/2566
OPEN ACCESS   1377 Views   1232 Downloads   Published online: 26 Jul 2016
Download Full Text (PDF)

ABSTRACT

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.
Keywords: social media, Facebook, like

CITATION

Basalingappa, A., Subhas, M. S., & Tapariya, R. (2016). Understanding Likes on Facebook: An Exploratory Study. Online Journal of Communication and Media Technologies, 6(3), 234-249. https://doi.org/10.29333/ojcmt/2566

REFERENCES

  • An Exhaustive Study of Twitter Users across the World. (2012). Retrieved on May 28, 2014 from http://www.beevolve.com/twitter-statistics/#a3
  • Budhiraja, S., & Mhatre, D. (2011). Facebook Fan pages in India: Likes are not skin deep. WARC. Retrieved from http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=65b46bce-662f-4630b91a546f388a2ba6&q=Facebook+Fan+pages+in+India+%3a+Likes+are+not+skin+d eep&CID=A97527&PUB=ATTICUS
  • Bunker, M., Rajendran, K. N., & Corbin, S. (2013).The antecedents of satisfaction for facebook “likes” and their effect on word of mouth. Marketing Management Journal, 23(2), 21-34.
  • Facebook Statistics. (2014). Retrieved on May 27, 2014 from http://www.statisticbrain.com/facebook-statistics/
  • friend. (n.d.). Online Etymology Dictionary. Retrieved May 04, 2015, from Dictionary.com website: http://dictionary.reference.com/browse/friend
  • Glossary of terms. Facebook help centre. Retrieved May 04, 2015, from Facebook website: https://www.facebook.com/help/219443701509174/
  • Increase your Facebook Likes (2013). Communication Briefings, 32(8), Jun 2013,6-6
  • Kincaid, J. (2009). Facebook activates ‘like’ button; Friend Feed tires of sincere flattery. TechCrunch. Retrieved from http://techcrunch.com/2009/02/09/facebook-activateslike-button-friendfeed-tires-of-sincere-flattery/ on 29th May 2014
  • like. (n.d.). Dictionary.com Unabridged. Retrieved on May 04, 2015, from Dictionary.com website: http://dictionary.reference.com/browse/like
  • Lipsman, A. , Mudd, G., Rich, M., & Bruich , S. (2012).The power of “Like” how brands reach (and influence ) fans through social media marketing, Journal of Advertising Research, 52(1),40-52h
  • Mariani, R., & Mohammed, D. (2014). “Like" A global endorsement. How clicking “Like” influences facebook users brand recall and future purchasing intentions, Journal of Management Policy and Practice, 15(4), 51-63
  • Maslow, A. (1943). A theory of human motivation, Psychological Review, 50, 370-396.
  • Murthy, P., Sharma, K., & Shaikh, S. (2013). Vodafone: Giving new definitions to Facebook Likes. WARC. Retrieved from www.warc.com/Content/ContentViewer.aspx?MasterContentRef=2aecf220-103c 4e52-96cb-12802d9dd53&q=Vodafone%3aGiving+new+definitions+to+Facebook+ Likes&CID=A99329&PUB=WARC-PRIZE
  • Nain, B. (2013). Nain’s hierarchy of needs: An alternative to Maslow’s and ERG’s hierarchy of needs. Retrieved on May 2, 2015 from http://mpra.ub.uni-muenchen.de/47749/ MPRA paper No. 47749, posted on 24 June 2013 07:20 UTC
  • O’Connor, A. (2013). The Power of Popularity: An Empirical Study of the Relationship between Social Media Fan Counts and Brand Company Stock Prices. Social Science Computer Review, available at SSRN: http://ssc.sagepub.com/content/31/2/229. doi: 10.1177/0894439312448037
  • Pelletier, M., & Horky, A. (2013). The anatomy of a facebook like: An exploratory study of antecedents and outcomes. Nov 2013, 25, 207-208
  • Shoenberger, H., & Tandoc, E. (2014). Understanding facebook use through explicit and implicit measures of attitudes and motivations. Online Journal of Communication and Media Technologies, 4(1).
  • Smith, C. (2014). By the Numbers: 105 Amazing Facebook User Statistics. Retrieved on May 27, 2014 from http://expandedramblings.com/index.php/by-the-numbers-17-amazingfacebook-stats/#.U4RCAXY9WSo
  • Twitter Statistics. (2014). Retrieved on May 27, 2014 from http://www.statisticbrain.com/twitter-statistics/
  • Wallace, E., Buil, I., de Chernatony, L., & Hogan, M. (2014). Who “ likes" You... and why? A Typology of Facebook Fans from “Fan” –atics and Self Expressives to Utilitarians and Authentics. Journal of Advertising Research, 54(1), Jun 2014, 92-109