While the real-world impact of “liking” a social cause on Facebook is up for debate, people who do it at least feel like they’re making a difference and helping spread the word.<\/p>\n
This is according to a new study which shows that Facebook users who “like” statuses are motivated by a genuine desire to raise support or awareness for the cause they’re liking.<\/p>\n
The study revolved around a survey which was conducted by Scandinavian research organization SINTEF in Oslo, Norway, looking at 405 Facebook users and interrogating their Facebook liking habits.<\/p>\n
According to the paper’s authors, the results showed that social motives and an emotional response underpin a user’s inclination to like, or follow a page, rather than simply seeking information and news.<\/p>\n
“The majority of the respondents believe such likes help in promoting humanitarian causes,” the researchers said.<\/p>\n
“It is important to note that people like a cause on Facebook because they want to support it and encourage others in their network to support it as well.”<\/p>\n
According to the survey findings, these were the top cited reasons for liking a social cause on Facebook:<\/p>\n
“The like button not only provides an opportunity to support a cause, but also enables users to engage with the site as a self-presentation tool,” the researchers said.<\/p>\n
The implications for these findings is in understanding the nature and function of Facebook likes as a new form of civic engagement and humanitarian support, they said.<\/p>\n
“Despite the controversy about slacktivism, many Facebook users in this sample believed that ‘liking’ a humanitarian cause could make a difference.”<\/p>\n
“This is strengthened by the fact that socially responsible ‘liking’ is the most common motivation and for the perceived motivation for liking a humanitarian cause.”<\/p>\n
Facebook didn\u2019t mean to upset you<\/a><\/strong><\/p>\n Facebook in hot water over user experiment<\/a><\/strong><\/p>\n