The Anatomy of a Facebook Like: An Exploratory Study of Antecedents and Outcomes

Pelletier, Mark J.; Horky, Alisha Blakeney
November 2013
Society for Marketing Advances Proceedings;Nov2013, Vol. 25, p207
Conference Proceeding
Social networking, Facebook in particular, is becoming a popular channel for firms to establish and maintain relationships with customers. One of the most popular ways for a company to measure the success of their Facebook presence is by the number of "Likes" that the company has from "fans" of their brand. But, is simple quantification of "Likes" sufficient? Are all "Likes" created equal? The authors engage in exploratory, qualitative-based research in order to look at the motivations and consequences associated with "Liking" a brand, using a sample of 160 Facebook users. Antecedents and outcomes are analyzed, coded and reported in order to more holistically understand Facebook "Liking" behavior. Implications for future research directions are also discussed.


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