What does a “like” on social media mean?
Understanding the motivations and interpretations of likes on Instagram
Keywords:
Instagram, Social Media, Relationship Development, Like, Motivation, Communication ModelsAbstract
This study explores the motivations behind “liking” an image on Instagram and the frames of reference that shape what a “like” signifies. It also examines the process of “liking” through the lens of relationship development theory. Our findings reveal that key motivations for liking images on Instagram include reciprocity, relationship-based motivations (such as starting, strengthening, and maintaining connections), and the desire to increase offline interactions. Conversely, participants identified several reasons for not liking images, including negative feelings toward others, a lack of interest in connecting with users, changes in life goals, and a desire to redefine their relationships. We also found that gender plays an important role in people’s liking behavior on Instagram. Finally, our study suggests that, due to its phatic nature, the like feature should be considered a form of metacommunication. In conclusion, the process of “liking” extends beyond individual interactions to encompass interpersonal, social, and corporate contexts, emphasizing its significance for both interpersonal and business communication.
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