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Open AccessArticle

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

1
Department of International Trade, College of Commerce, Chonbuk National University, Baekje-daero 567, Korea
2
Department of Business Administration, College of Commerce, Chonbuk National University, Baekje-daero 567, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2019, 11(4), 1166; https://doi.org/10.3390/su11041166
Received: 17 January 2019 / Revised: 13 February 2019 / Accepted: 19 February 2019 / Published: 22 February 2019
(This article belongs to the Section Economic and Business Aspects of Sustainability)
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. View Full-Text
Keywords: uses and gratification; subjective norms; liking behavior; usage intentions; Facebook uses and gratification; subjective norms; liking behavior; usage intentions; Facebook
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MDPI and ACS Style

Hossain, M.A.; Kim, M.; Jahan, N. Can “Liking” Behavior Lead to Usage Intention on Facebook? Uses and Gratification Theory Perspective. Sustainability 2019, 11, 1166. https://doi.org/10.3390/su11041166

AMA Style

Hossain MA, Kim M, Jahan N. Can “Liking” Behavior Lead to Usage Intention on Facebook? Uses and Gratification Theory Perspective. Sustainability. 2019; 11(4):1166. https://doi.org/10.3390/su11041166

Chicago/Turabian Style

Hossain, Md. A.; Kim, Minho; Jahan, Nusrat. 2019. "Can “Liking” Behavior Lead to Usage Intention on Facebook? Uses and Gratification Theory Perspective" Sustainability 11, no. 4: 1166. https://doi.org/10.3390/su11041166

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