Understanding Likes on Facebook: An Exploratory Study

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. Introduction Social media has become a power house as it provides for a democratic relationship. There is a need to understand this medium and its users on a continuous basis. Every new invention is a boon and a bane. Likewise, social media is one such powerful tool in marketing that is a boon and bane. Social media is clearly a boon because it is cheaper, faster and wider in its reach with added real time interactions. Everything is instant and it is enticing, new and generates excitement: whereas the same social media can be utilised cleverly to mislead masses. The speed at which one can be informed/misinformed, persuaded, impressed and form opinions through social media is scary. One can only repent later if there are no checks and balances.