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 language | English (US) |
|---|---|
| Pages (from-to) | 292-299 |
| Number of pages | 8 |
| Journal | Computers in Human Behavior |
| Volume | 68 |
| DOIs | |
| State | Published - Mar 1 2017 |
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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 journal › Article
}
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
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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 -