Rationale for “Liking” on Social Networking Sites

Research output: Contribution to journalArticleScientificpeer-review

Standard

Rationale for “Liking” on Social Networking Sites. / Dhir, Amandeep; Khalil, Ashraf; Kaur, Puneet; Rajala, Risto.

In: Social Science Computer Review, Vol. 37, No. 4, 01.08.2019, p. 529-550.

Research output: Contribution to journalArticleScientificpeer-review

Harvard

APA

Vancouver

Author

Bibtex - Download

@article{7225a3c4f0c74b52b8eec4b5c836a428,
title = "Rationale for “Liking” on Social Networking Sites",
abstract = "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.",
keywords = "adolescent, continuation intentions, Facebook, game mechanics, like, social media, theory of planned behavior",
author = "Amandeep Dhir and Ashraf Khalil and Puneet Kaur and Risto Rajala",
year = "2019",
month = "8",
day = "1",
doi = "10.1177/0894439318779145",
language = "English",
volume = "37",
pages = "529--550",
journal = "Social Science Computer Review",
issn = "0894-4393",
number = "4",

}

RIS - Download

TY - JOUR

T1 - Rationale for “Liking” on Social Networking Sites

AU - Dhir, Amandeep

AU - Khalil, Ashraf

AU - Kaur, Puneet

AU - Rajala, Risto

PY - 2019/8/1

Y1 - 2019/8/1

N2 - 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.

AB - 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.

KW - adolescent

KW - continuation intentions

KW - Facebook

KW - game mechanics

KW - like

KW - social media

KW - theory of planned behavior

UR - http://www.scopus.com/inward/record.url?scp=85048870357&partnerID=8YFLogxK

U2 - 10.1177/0894439318779145

DO - 10.1177/0894439318779145

M3 - Article

VL - 37

SP - 529

EP - 550

JO - Social Science Computer Review

JF - Social Science Computer Review

SN - 0894-4393

IS - 4

ER -

ID: 26403832