Facebook likes: a study of liking practices for humanitarian causes

  • Brandtzaeg P
  • Haugstveit I
  • 35


    Mendeley users who have this article in their library.
  • 8


    Citations of this article.


Civic engagement on Facebook has evolved, but there are still few studies of people's motivations and reasons for liking humanitarian causes on Facebook. Introduced in 2009, the 'like' button has become a part of users' daily Facebook routines and a way for them to engage in humanitarian causes. Content analysis from a survey (N = 405) revealed six different liking practices for humanitarian causes on Facebook: 1) socially responsible liking; 2) emotional liking; 3) informational liking; 4) social performative liking; 5) low-cost liking; 6) routine liking. Interestingly, informational-driven liking was much less common than the more socially and emotionally motivated reasons for liking. The majority of the respondents also believe such likes help in promoting humanitarian causes; only a few had unliked such causes. The implications of these findings for understanding the nature and function of Facebook likes as a new form of civic engagement and humanitarian support are discussed.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document


  • Petter Bae Brandtzaeg

  • Ida Maria Haugstveit

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free