Rationale for “Liking” on Social Networking Sites

Amandeep Dhir*, Ashraf Khalil, Puneet Kaur, Risto Rajala

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

7 Citations (Scopus)
372 Downloads (Pure)


The “like” feature is popularly utilized by online social media users for different reasons including socializing, giving feedback and giving or seeking attention as well as for pure affection. The “like” function is a gamified element of social networking sites used billions of times per day. Despite its widespread use in the social media space, little is known about the different factors that influence Facebook users’ “like” continuation intention or the game mechanics of “like.” To address this relevant issue, a cross-sectional survey was administered with 728 adolescent Facebook users (12–18 years old). This study utilized the theory of planned behavior to investigate the role of attitude (hedonic motivation, reciprocal benefit, and social presence), subjective norms (primary influence and secondary influence), and perceived behavioral control (self-efficacy and habit) in influencing the continuation intention of “like” as well as the influence of self-efficacy and habit on the game mechanics of “like.” This investigation addresses the urgent need to understand better the postadoption issues as well as the intentions to use specific features of social media. The results suggest that social presence, primary and secondary influence, self-efficacy, and habit significantly predicted Facebook “like” continuation intention. Furthermore, self-efficacy and habit significantly predicted the game mechanics of “like.” Different theoretical and practical implications of the study are presented and discussed in light of prior information systems literature.

Original languageEnglish
Pages (from-to)529-550
Number of pages22
JournalSocial Science Computer Review
Issue number4
Early online date1 Jan 2018
Publication statusPublished - 1 Aug 2019
MoE publication typeA1 Journal article-refereed


  • adolescent
  • continuation intentions
  • Facebook
  • game mechanics
  • like
  • social media
  • theory of planned behavior

Fingerprint Dive into the research topics of 'Rationale for “Liking” on Social Networking Sites'. Together they form a unique fingerprint.

Cite this