Like versus dislike
- 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.
| Verfasserangaben: | Valentin Schöndienst, Florian Kulzer, Oliver GüntherORCiDGND |
|---|---|
| URL: | http://www.scopus.com/inward/record.url?eid=2-s2.0-84886484949&partnerID=MN8TOARS |
| Titel des übergeordneten Werks (Englisch): | International Conference on Information Systems : (ICIS 2012) |
| Untertitel (Englisch): | How Facebook's like-button influences people's perception of product and service quality |
| Verlag: | Curran |
| Verlagsort: | Red Hook |
| Publikationstyp: | Konferenzveröffentlichung |
| Sprache: | Englisch |
| Jahr der Erstveröffentlichung: | 2012 |
| Erscheinungsjahr: | 2012 |
| Veröffentlichende Institution: | Universität Potsdam |
| Datum der Freischaltung: | 11.09.2018 |
| Erste Seite: | 439 |
| Letzte Seite: | 454 |
| Organisationseinheiten: | Wirtschafts- und Sozialwissenschaftliche Fakultät / Wirtschaftswissenschaften |
| DDC-Klassifikation: | 3 Sozialwissenschaften / 33 Wirtschaft / 330 Wirtschaft |
| Lizenz (Deutsch): |  Keine öffentliche Lizenz: Unter Urheberrechtsschutz |
