“Liking” and being “liked”

How are personality traits and demographics associated with giving and receiving “likes” on Facebook?

Cheng Hong, Zifei Fay Chen, Cong Li

Research output: Contribution to journalArticle

14 Citations (Scopus)

Abstract

On social media, users can express their favorable attitudes toward messages that others post by clicking the “like” button. In return, they may also receive “likes” from others for their own posts. This study aims to examine the “liking” behavior on social media by using the theoretical framework of gift giving and impression management. Specifically, the study investigates if and how different personality traits (i.e., self-esteem, empathy, interpersonal generosity, and public self-consciousness) and demographic characteristics (i.e., gender, age, and education) are associated with one's frequencies of giving and receiving “likes” on Facebook. A survey was conducted with 421 Facebook users in the United States. The study results revealed that frequency of giving “likes” was positively associated with both interpersonal generosity and public self-consciousness, but frequency of receiving “likes” was not significantly related to the examined personality traits. Age and gender were significantly associated with frequencies of both giving and receiving “likes.” Educational background was negatively associated with giving “likes.”

Original languageEnglish (US)
Pages (from-to)292-299
Number of pages8
JournalComputers in Human Behavior
Volume68
DOIs
StatePublished - Mar 1 2017

Fingerprint

Social Media
Consciousness
Personality
Education
Demography
Gift Giving
Self Concept
Facebook
Personality Traits
Demographics
Surveys and Questionnaires
Generosity
Self-consciousness

Keywords

  • Demographics
  • Facebook likes
  • Gift giving
  • Impression management
  • Online self-presentation
  • Personality traits

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

Cite this

“Liking” and being “liked” : How are personality traits and demographics associated with giving and receiving “likes” on Facebook? / Hong, Cheng; Chen, Zifei Fay; Li, Cong.

In: Computers in Human Behavior, Vol. 68, 01.03.2017, p. 292-299.

Research output: Contribution to journalArticle

@article{48fa82b1098f40168f63da3a532d9779,
title = "“Liking” and being “liked”: How are personality traits and demographics associated with giving and receiving “likes” on Facebook?",
abstract = "On social media, users can express their favorable attitudes toward messages that others post by clicking the “like” button. In return, they may also receive “likes” from others for their own posts. This study aims to examine the “liking” behavior on social media by using the theoretical framework of gift giving and impression management. Specifically, the study investigates if and how different personality traits (i.e., self-esteem, empathy, interpersonal generosity, and public self-consciousness) and demographic characteristics (i.e., gender, age, and education) are associated with one's frequencies of giving and receiving “likes” on Facebook. A survey was conducted with 421 Facebook users in the United States. The study results revealed that frequency of giving “likes” was positively associated with both interpersonal generosity and public self-consciousness, but frequency of receiving “likes” was not significantly related to the examined personality traits. Age and gender were significantly associated with frequencies of both giving and receiving “likes.” Educational background was negatively associated with giving “likes.”",
keywords = "Demographics, Facebook likes, Gift giving, Impression management, Online self-presentation, Personality traits",
author = "Cheng Hong and Chen, {Zifei Fay} and Cong Li",
year = "2017",
month = "3",
day = "1",
doi = "10.1016/j.chb.2016.11.048",
language = "English (US)",
volume = "68",
pages = "292--299",
journal = "Computers in Human Behavior",
issn = "0747-5632",
publisher = "Elsevier Limited",

}

TY - JOUR

T1 - “Liking” and being “liked”

T2 - How are personality traits and demographics associated with giving and receiving “likes” on Facebook?

AU - Hong, Cheng

AU - Chen, Zifei Fay

AU - Li, Cong

PY - 2017/3/1

Y1 - 2017/3/1

N2 - On social media, users can express their favorable attitudes toward messages that others post by clicking the “like” button. In return, they may also receive “likes” from others for their own posts. This study aims to examine the “liking” behavior on social media by using the theoretical framework of gift giving and impression management. Specifically, the study investigates if and how different personality traits (i.e., self-esteem, empathy, interpersonal generosity, and public self-consciousness) and demographic characteristics (i.e., gender, age, and education) are associated with one's frequencies of giving and receiving “likes” on Facebook. A survey was conducted with 421 Facebook users in the United States. The study results revealed that frequency of giving “likes” was positively associated with both interpersonal generosity and public self-consciousness, but frequency of receiving “likes” was not significantly related to the examined personality traits. Age and gender were significantly associated with frequencies of both giving and receiving “likes.” Educational background was negatively associated with giving “likes.”

AB - On social media, users can express their favorable attitudes toward messages that others post by clicking the “like” button. In return, they may also receive “likes” from others for their own posts. This study aims to examine the “liking” behavior on social media by using the theoretical framework of gift giving and impression management. Specifically, the study investigates if and how different personality traits (i.e., self-esteem, empathy, interpersonal generosity, and public self-consciousness) and demographic characteristics (i.e., gender, age, and education) are associated with one's frequencies of giving and receiving “likes” on Facebook. A survey was conducted with 421 Facebook users in the United States. The study results revealed that frequency of giving “likes” was positively associated with both interpersonal generosity and public self-consciousness, but frequency of receiving “likes” was not significantly related to the examined personality traits. Age and gender were significantly associated with frequencies of both giving and receiving “likes.” Educational background was negatively associated with giving “likes.”

KW - Demographics

KW - Facebook likes

KW - Gift giving

KW - Impression management

KW - Online self-presentation

KW - Personality traits

UR - http://www.scopus.com/inward/record.url?scp=84999723796&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84999723796&partnerID=8YFLogxK

U2 - 10.1016/j.chb.2016.11.048

DO - 10.1016/j.chb.2016.11.048

M3 - Article

VL - 68

SP - 292

EP - 299

JO - Computers in Human Behavior

JF - Computers in Human Behavior

SN - 0747-5632

ER -