Business Commons^™

The Motivation To “Like”: Do “Likes” Cause Conformity On Social Media?, Charles D. Dolph, Daniel J. Case Jr., Devin M. Welsh

The Research and Scholarship Symposium (2013-2019)

Social media has become the norm in westernized culture in many households. Many companies ranging from small to large organizations have employed multiple forms of social media in order to promote their business. Some companies are inclined to buy “likes” from other businesses in order that their product may seem more appealing to viewers online. The question that this study aimed to address whether participants were more likely to “like” a picture if the picture has more associated “likes”, rather than if it is a good picture as deemed by a professional photographer. This would follow the traditional conformity principles, …