Influencing factors increasing popularity on Facebook – Empirical insights from European users

Abstract

Popularity in social networks is a significant indicator of social success in western societies. The social capital within social networks has become an important element of social status. Therefore, the paper investigates why some users on Facebook receive more likes than others. The authors created eight hypotheses to test the influence of determinants on the popularity on the social media platform Facebook. The results show that especially gender, age, written posts and uploaded pictures or videos as well as adding new friends influences the popularity on Facebook.