‘Likes’ provide relief support

Based on a Norwegian research, ‘likes’ on Fb are providing a brand new type of relief support as well as social obligation.

Petter Bae Brandtzæg and Ida Karen Haugstveit at SINTEF happen to be mapping the actual habits in excess of 400 Fb users employed from Strategy Norge’s Facebook web page. The aim ended up being to identify their own motives within ‘liking’ a particular relief cause or even organisation upon Facebook.

6 different reasons

The researchers requested the users to reply to three primary questions. First of all, did they believe that ‘liking’ upon Facebook really supported relief causes? Next, what was this that inspired them to ‘like’ relief causes? And lastly, why do the users choose to ‘like’ humanitarian leads to on Fb?

“We discovered that there have been about 6 different ways of utilizing ‘likes’ in relation to assistance for relief causes, says Petter Brandtzæg. “For many people, it was regarding taking sociable responsibility. Others clicked ‘like’ according to an immediate psychological response. Another group desired to find out more details about the cause, whilst a 4th wanted to seem to their buddies as culturally responsible. There were people who wanted more details about the cause under consideration, and finally people who clicked ‘like’ from habit, since it costs so very little to ‘like’.


The majority of individuals asked believed that these ‘likes’ assisted to promote relief causes as well as their work. Just a few users proceeded to go no beyond simply ‘liking’ companies or the process of humanitarian leads to. The researchers still find it important to remember that for people who ‘like’ relief causes upon Facebook, this isn’t just a chance to support an underlying cause. It is also an opportunity to promote their very own commitment as well as market on their own, as well as motivate others in order to ‘like’ the same thing.

“Facebook provides a new kind of social obligation and relief support — a type of ‘low threshold activism’ that is easy for everybody to support an underlying cause, no matter how enough time, space or even money they’ve,” states Brandtzæg.

Underlying sociable motives

‘Likes’ upon Facebook in many cases are accused of becoming simple ‘show-off’ measures, but this research shows that individuals who ‘like’ a relief cause think that their motion can make a distinction. This inclination was strengthened by the fact that the technique of culturally responsible ‘liking’ had been the most common determination for ‘liking’ the humanitarian trigger. “Social motives as well as an emotional response show that customers are more likely to ‘like’ or even follow a web page rather than just look for information and news, says Brandtzæg.


The ‘like’ switch on Fb was launched as a perform in 2009. It enables users to aid and adhere to updates of the particular company, company or even suchlike. However ‘liking’ a page is another way of which makes it available to their own friends as well as acquaintances, as well as adding their very own comments.


August 5, 2016

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