TY  - CONF
A1  - Schöndienst, Valentin
A1  - Kulzer, Florian
A1  - Günther, Oliver
T1  - Like versus dislike
T2  - International Conference on Information Systems : (ICIS 2012)
N2  - As Facebook's Like-button has become ubiquitous, it is the purpose of this research to investigate (1) whether Likes serve as a signal of a product's or service's quality and (2) how the introduction of a Dislike-button would alter perceptions. Following a qualitative study, we conducted an experiment in which 653 participants were presented with website screenshots featuring varying levels of Likes and Dislikes. The results indicate that the theoretical framing of Likes as a Signal is valid and that people do perceive the quality of products and services as superior when they are associated with more Likes. Signaling also explains the counter-intuitive finding that Dislikes can have a positive effect on people's quality perceptions. Results are discussed with respect to theory and practical implications.
Y1  - 2012
UR  - https://publishup.uni-potsdam.de/frontdoor/index/index/docId/41603
UR  - http://www.scopus.com/inward/record.url?eid=2-s2.0-84886484949&partnerID=MN8TOARS
SP  - 439
EP  - 454
PB  - Curran
CY  - Red Hook
ER  -