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Can “Liking” Behavior Lead to Usage Intention on Facebook? Uses and Gratification Theory Perspective

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  • Md. Alamgir Hossain

    (Department of International Trade, College of Commerce, Chonbuk National University, Baekje-daero 567, Korea)

  • Minho Kim

    (Department of International Trade, College of Commerce, Chonbuk National University, Baekje-daero 567, Korea)

  • Nusrat Jahan

    (Department of Business Administration, College of Commerce, Chonbuk National University, Baekje-daero 567, Korea)

Abstract

The “like” feature on Facebook has emerged as a commonly used paralinguistic tool for communicating, and its importance as an indication of positive feelings toward the posts of others is likely to increase. Comprehensive research is needed into why and how users are motivated toward ‘liking’ behavior, and whether this behavior generates an intention to continue using Facebook over time. This study combines the theory of uses and gratification and a subjective norm perspective to create an integrated model that predicts liking behavior and usage intentions on Facebook. The research model is tested with data collected from online users of Facebook and the proposed model is supported by a measurement and structural model analysis based on empirical data collected from 267 Facebook users. The findings indicate that the most salient motivations for users to liking behavior are enjoyment, information seeking, social interaction, and subjective norms, and that they subsequently reinforce their continuous intention toward the Facebook. The results also revealed that subjective norms contribute strongly to the projections of liking behavior and continuous usage intention. The proposed research model contributes to global marketing research and information-technology service management by integrating personal and social motivators to understand the acceptance of social networking technologies by users in Asia. In particular, the outcomes stand to enhance the current state of knowledge of social networking site developers, managers, and organizations to improve acceptance of their services or products, development of customer support, advertising, and/or product development. The present results lay the foundation for uses and gratification theory and subjective norms model that have important theoretical and practical implications and may guide future research efforts in this context.

Suggested Citation

  • Md. Alamgir Hossain & Minho Kim & Nusrat Jahan, 2019. "Can “Liking” Behavior Lead to Usage Intention on Facebook? Uses and Gratification Theory Perspective," Sustainability, MDPI, vol. 11(4), pages 1-13, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:4:p:1166-:d:208249
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    References listed on IDEAS

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    1. Ivy L.B. Liu & Christy M.K. Cheung & Matthew K.O. Lee, 2016. "User satisfaction with microblogging: Information dissemination versus social networking," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 67(1), pages 56-70, January.
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    Cited by:

    1. Inho Hwang & Hoshik Shim & Woo Jin Lee, 2022. "Do an Organization’s Digital Transformation and Employees’ Digital Competence Catalyze the Use of Telepresence?," Sustainability, MDPI, vol. 14(14), pages 1-20, July.
    2. Sangjae Lee & Byung Gon Kim, 2020. "The Impact of Individual Motivations and Social Capital on the Continuous Usage Intention of Mobile Social Apps," Sustainability, MDPI, vol. 12(20), pages 1-30, October.
    3. Eduard Cristobal-Fransi & Francisco Hernández-Soriano & Berta Ferrer-Rosell & Natalia Daries, 2019. "Exploring Service Quality among Online Sharing Economy Platforms from an Online Media Perspective," Sustainability, MDPI, vol. 11(13), pages 1-18, July.
    4. Byoungsoo Kim & Daekil Kim, 2020. "Understanding the Key Antecedents of Users’ Disclosing Behaviors on Social Networking Sites: The Privacy Paradox," Sustainability, MDPI, vol. 12(12), pages 1-16, June.

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