Role of "Likes" and "Dislikes" in Influencing User Behaviors on Social Media

Abstract

Two recent changes on social media platforms include (1) allowing users to mask the number of “likes” on others’ posts, aimed at reducing social comparisons and consequent technology-mediated dangerous behaviors (TMDBs), such as disclosing private information, and (2) adding a “dislike” reaction, aimed at increasing engagement. Nevertheless, the effects of these changes on user behaviors are unclear. In this paper, we seek to address this gap by integrating risk-sensitivity theory (RST) and prospect theory. First, we explain that while masking others’ “likes” may reduce social comparison, based on the “homeostatic violation” concept, people also make internal comparisons to expectations. Und..