Why entertainment content posts get more likes and comments on Facebook

Thomas Andersson

Halmstad University, SWEDEN E-mail: [email protected]

ABSTRACT: This study began by stating that Facebook gets widely used by people for communication and to look for information. By liking and commenting posts you can communicate what you think and spread content. According to the empirical results presented in this study entertainment content posts are the greatest reason for Facebook users to like and comment post. But why is this? This study aims to examine why entertainment content posts get more likes and comments on Facebook. A questionnaire survey with 241 Facebook users as respondents gave the empirical results that this study is based on. To find out why entertainment content posts get more likes and comments on Facebook (which the result from the survey suggest) secondary sources about Facebook usage was used. The findings were that enjoyment is the most important factor affecting the behavior of social networking sites users and users want social networking sites to make them and their friends to have fun. Liking and commenting is a way to spread content with friends and enjoyment, i.e. entertainment, is simply the most important factor affecting the behavior of social networking sites users. Facebook also have a high percentage of humor and gossip posts. Furthermore, people with a high level of narcissism are those who use Facebook the most and they mainly use it for entertainment content posts. A category that primarily uses Facebook for usable information content are people with a high level of self-esteem but they simply do not use Facebook that much. Lastly, the entertainment factor effects more than just pure entertainment posts. Other posts e.g. posts with useful information will therefore probably also have elements of entertainment. The implication of this study is a better understanding for companies to why they should use entertainment to get more likes and comments on their posts.

KEYWORDS: Facebook, like and comment, entertainment content posts, enjoyment, friends

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1. Introduction that the user care about (Facebook, 2016 and Wikipedia, 2016)1. Social networking sites offers a way for people to us computers for communication Comments are a type of user-generated and to search for information (Lee & Lee, content which means that it’s content which 2017 and Powell, 2009). These sites allow has been created by users. Comments has users to create a profile from which they can very much the same function as likes, interact with other users (Powell, 2009). though with comments a user can use words Social networking sites are growing rapidly to express more of his or her feelings, both and Facebook is one of the biggest sites we positive and negative. Comments can also have (Ellison, Steinfield & Lampe, 2007, be used to bring other users to certain Pempek, Yermolayeva & Yermolayeva, content (Wikipedia, 2016)2. 2009 and Powell, 2009). Social networking As stated above, likes and comments are sites have become a valued tool for tools that can be used for communication on communication in many people’s daily life Facebook. Mostly to show others what you (Ellison et al., 2007 and Powell, 2009). enjoy or to show appreciation, by likes, or With Facebook, users can communicate by giving your opinion about something, by through posts and messages (Pempek et al., comments. As we have seen comments can 2009). Posts can also be “liked” and also be used to spread content by referring “commented”. someone to it. According to the empirical The like button is a tool where the user can results presented in this study entertainment show that they like, enjoy or support the content posts are the greatest reason for posted content. Friends of a user can see Facebook users to like and comment post. what content a user likes and the more likes But why is this? This study aims to examine a post get the higher up in the news feed it why entertainment content posts get more will show. The total number of likes will likes and comments on Facebook. also be seen on the post and sometimes it is An understanding of people’s activity on possible to see the names of users who has Facebook is important for today’s liked the content. Facebooks description of companies (Hansson, Wrangmo and Søilen, likes is that it’s a way for users to give 2013). Today, social networking sites is an positive feedback and connect with things important communications tool for many

1 The source is a wiki and must be interpreted 2 The source is a wiki and must be interpreted carefully. carefully. 2 companies (Hansson et al., 2013). Many also provides a well-functioning area for companies use Facebook as an exchange of information and opinions (Lee advertisement tool and if you understand et al., 2017). what will give your company’s posts more According to Błachnioa, Przepiorkaa, & likes and comments, you can use this Rudnickab (2016) low level of self-esteem knowledge to increase the activity of your and a high level of narcissism can serve as posts and hence increase the changes of predictors of a high level of Facebook use. your company to get awareness on Narcissism can predict four different Facebook (Hansson et al., 2013). aspects of Facebook use, namely: Facebook

2. Theory personal importance, instrumental Facebook use, social Facebook use, and According to Park, Kee & Valenzuela Facebook intensity (Błachnioa et al., 2016). (2009) are there four reasons for using High level of narcissism makes people more Facebook: socializing, entertainment, self- engaged in Facebook and gives them a hard status seeking, and information seeking. time imagine life without it (Błachnioa et Park & Lee (2014) found that al., 2016). Using Facebook gives people entertainment, relationship maintenance, with a high level of narcissism a way to self-expression, and communication are stick out and enjoy a higher social status main reasons for using Facebook. Park et al. (Błachnioa et al., 2016). For people with a (2014) also states that entertainment high level of narcissism Facebook gets used motivation is the greatest. Nadkarni & more often for both social and instrumental Hofmann (2012) proposed that Facebook purposes (Błachnioa et al., 2016). use derived from to two basic social needs: According to Błachnioa et al. (2016) (1) the need to belong and (2) the need for narcissism is also linked with Facebook self-presentation. self-promotion. Furthermore Błachnioa et al. (2016) says that those who have a high According to a study by Lee et al. (2017) self-esteem are not in need of attention on convenient relationship, information Facebook and they may not attach much motives and entertainment motives are weight to using it and to being active or highly rated by Facebook users. Facebook popular there. People with high self-esteem users have a high percentage of humor and rather use Facebook as a tool at work or for gossip posts and are likely to use educational purposes (Błachnioa et al., “comment” or “like” to show appreciation 2016). Conversely, for people with a low to these posts (Lee et al., 2017). Facebook

3 level of self-esteem Facebook activity is a opportunity to meet new people, whereby tool for improving self-image (Błachnioa et they can expand their social network (Kuan- al., 2016). Yu et al., 2011).

According to Teo, Lim & Lai (1999) two Social networking sites help people to main factors for Internet usage are, maintain relations (Ellison et al., 2007). perceived usefulness and perceived Facebook users mostly interact with people enjoyment. Teo et al. (1999) emphasizes whom they also interact with offline that it’s important for individuals and (Ellison et al., 2007). Online activity can be companies to keep their web pages updated used to support relationships even when life to keep them useful and interesting for is changing (Ellison et al., 2007). Internet users. A brief summary of the theory that has been Perceived enjoyment and perceived ease of presented concludes that there are four main use are strong determinants of intention to reasons for people to use Facebook, use a pleasure-giving information system namely: To find and share useful (van der Heijden, 2004). It is also stated that information (Błachnioa et al., 2016, Lee et when the information is more functional, al., 2017, Park et al., 2009 and Park & Lee, the pleasure-giving factors are still 2014). To find and share joyful important (van der Heijden, 2004). Van der entertainment (Kuan-Yu et al., 2011, Lee et Heijden (2004) suggest that pleasure-giving al., 2017, Park et al., 2009, Park & Lee, values (perceived enjoyment and perceived 2014, Teo et al., 1999 and van der Heijden, ease of use) plays an essential role to 2004). To maintain and strengthen increase acceptance of functional relationships (Ellison et al., 2007, Kuan-Yu information. et al., 2011, Lee et al., 2017, Park et al., 2009 and Park & Lee, 2014). To express Enjoyment is according to Kuan-Yu & Hsi- oneself and to be seen by others mainly Peng (2011) the most important factor because of the need of attention (Błachnioa affecting the behavior of social networking et al., 2016, Nadkarni & Hofmann, 2012 sites users. Users want social networking and Park et al., 2009). These four reasons sites to make them and their friends feel will be the premises underlying the study interested and have fun. Kuan-Yu et al. and will form the basis for further research. (2011) also points out that a greater number of people reinforce the enjoyment of social networking sites. Users appreciate the

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3. Method notable problems with using Google Forms, all the features needed for the survey were The introduction and theory has been available. The survey was posted on developed as secondary research. The main Facebook for the simple reason that it’s source of information has been scientific where you’ll find the greatest access to articles that has been found through the Facebook users, which is the survey unit. database summon. Other secondary sources Facebook is also a convenient channel to have been webpages found through google rapidly find many respondents and that was and scientific literature and articles found needed because the study was made under from the reference list of other scientific time pressure. A risk with using Facebook articles. The secondary research has been is that it is difficult to control who responds. made to develop a background for the However, Google forms enables you to primary research and to answer why check the answers afterwards and there entertainment content posts get more likes were no signs of dubious answers. and comments on Facebook. To get as wide spread of respondents as What has been found through the secondary possible, the survey was shared by people research are that there are four main reasons of different ages and gender in different for people to use Facebook: Information, parts of Sweden. A limitation of the study is entertainment, relationships and attention. that it's mainly Swedes that has answered. These premises underlies the research and Another limitation was that it was mostly the study has furthermore made a young adults who answered. The most questionnaire survey based on these, to common age demographic on Facebook are bring greater understanding to what makes although young adults with about 30 % of Facebook users like and comment posts. the user accounts (Zephoria, 2016).

The primary data for identifying what it is Therefore their opinion weighs heavily. The that makes Facebook users like and theoretical population for the survey has comment posts has been developed through therefore been Facebook users from a quantitative research. Google forms has Sweden, from both gender and in all ages been used for developing a questionnaire but mostly young adults. Young adults have survey which has been posted on Facebook. become a focus because, as stated above, Google forms has been used because it lets they represents the majority of Facebook the user collect over 200 responses which users. The population was chosen to get a was needed for this study. There were no

5 representation of the general opinion from The responses from the survey have been the majority of Swedish Facebook users. assembled separately for each statement. These results have furthermore been The survey was designed with four compared to the theory then evaluated for statements which were answered through a making conclusions about why Likert scale from 1 (strongly disagree) to 5 entertainment content posts get more likes (strongly agree). Each statement and comments on Facebook. represented one each of the four premises and the respondent got to choose from strongly disagreeing to strongly agreeing the statements. The survey was made in Swedish but the statements has been translated to English when presented in this study.

One question per premise was used to get as few questions as possible and this was mainly for practical reasons, again because of time pressure. With fewer question more people will probably answer. There was also some scientific meaning to this because fewer questions makes it easier to analyze. However, one question per premise made so the statements had to be very extensive. The downside to this is that the study doesn’t have so much depth to rely on from the survey. If the survey would be made again with more time to make us of it would be smart to use at least two questions about each premise with different wording and focus, to increase understanding and reliability in the study. However, the responses from this survey were good enough for drawing some simple conclusions. 6

3. Empirical data Statement 1

A total of 241 people answered the survey. “I like or comment posts that provide It was evenly distributed between the useful information” gender with 122 (50, 6%) males and 119

(49, 4%) females. The age distribution were 68 59 a bit overrepresented of people between the 54 ages of 18 to 27 (78 %). When drawing 35 conclusions from this material one therefore 25 have to be careful. However the range of the intervals were quite wide.

Strongly Disagree Neutral Agree Strongly Ages disagree agree

68- 1 58-67 2 48-57 15 38-47 6 28-37 24 18-27 190 -17 3

Furthermore the result from the survey will be presented separately for each of the four The result from this statement suggest that statements. there is a variation for liking or commenting posts that provide useful information. Most people (93) agrees on seeing this as a motivator to like or comment posts but

almost as many (89) disagrees. There is also a great number of people (59) who stays neutral to this statement. The different

genders were quite similar in their varying view of this. People in different ages also seemed to have a quite similar, variated view. The mean value is 2, 98 and the median is 3.

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Statement 2 Statement 3

“I like or comment posts that are “I like or comment posts to strengthen the entertaining” relationship with the person who posted it”

93 75

61 45 45 42 42 34

21 24

Strongly Disagree Neutral Agree Strongly disagree agree Strongly Disagree Neutral Agree Strongly disagree agree

According to the results from this statement According to the results from this statement entertainment is a great motivator for most people (120) agrees on liking or Facebook users to like or comment posts. commenting posts to strengthen the This goes for both genders and all ages. The relationship with the person who posted it. mean value is 3, 62 and the median is 4. This seems to be more common among females rather than among males, but some

men also have a positive view to this statement. People in different ages have a similar view. The mean value is 3, 23 and

the median is 3.

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Statement 4 4. Analysis

“I like or comment posts so the person who According to the results from the survey, posted the post then hopefully will like or entertainment is the greatest reason for comment on my posts” Facebook users to like or comment posts. 154 Facebook users agreed on seeing this as a motivator to like or comment posts and 116 only 45 disagreed. This goes in line with the theory underlying this study. Park et al. (2014) states that entertainment is the main 50 reason for using Facebook. Van der Heijden 34 29 12 (2004) suggest that perceived enjoyment plays an essential role to increase Strongly Disagree Neutral Agree Strongly disagree agree acceptance of functional information. According to Lee et al. (2017) Facebook contains a high percentage of humorous posts, and users are likely to comment or like to show appreciation to these posts. Also Kuan-Yu & Hsi-Peng (2011) states that the most important factor affecting the behavior of social networking site users is

enjoyment which should mean that According to the results from this statement Facebook users are likely to like or it’s a weak reason for Facebook users to like comment entertainment content posts. or comment posts to get own likes or Of the three other reasons that were comments. This view is shared for both included in this survey, was to strengthen genders and all ages. The mean value is 2 relationships the second strongest reason, and the median is 2. then came posts with useful information and lastly came to get their own likes and comments. To strengthen relationships was

a fairly strong reason for Facebook users to

like or comment posts (according to the results from the survey). There are more Facebook users who see it as a reason (120) 9 than there are who doesn't (76). There were, with, we explicitly know that Facebook according to the results from the survey, users like and comment entertainment mixed views from Facebook users about content posts. Secondly this states that liking or commenting posts that provides Facebook users sees a high percentage of useful information. On seeing this as a entertainment content posts. This might be motivator to like or comment posts almost a bit of a self-fulfilling prophecy. Teo et al. as many agreed (93) as disagreed (89). (1999) emphasizes that it’s important for Lastly, to like or comment posts to get own individuals and companies to keep their likes and comments, was according to the web content updated to keep them results from the survey, not seen as a reason interesting. Because entertainment is for Facebook users to like and comment considered the highest reason to begin with posts. 166 Facebook users disagreed and (according to Park et al. 2014), it is only 41 agreed. Why is it like this? Why do entertainment content posts they continue to entertainment content posts get more likes post. Whether it's because Facebook users and comments on Facebook? want it or because it simply are more entertainment content posts doesn’t really To begin with, there is according to this matter. What this means is that Facebook study, only two types of posts: users sees a lot of entertainment content entertainment content posts and information posts so the probability that those get content posts. The other two: to strengthen attention is high. relationships and to get own likes and comments, is in itself no posts but rather Nadkarni & Hofmann (2012) propose that reasons to like and comment on all types of Facebook use derives from to two basic posts. There are other types of posts but social needs: (1) the need to belong and (2) based on this study, it was really just the need for self-presentation. Also Park et between entertainment and information. al. (2009) and Park & Lee (2014) Why then do entertainment content posts emphasizes self-expression as a reason for get more likes and comments than using Facebook. However, these needs are information content posts? not satisfied in themselves, but requires means to express them through. As have First of all, according to a study by Lee et been mentioned before: the like button is a al. (2017) Facebook users have a high tool where the user can show that they like, percentage of humor and gossip posts and enjoy or support the posted content and are likely to use “comment” or “like” to connect with things that the user care about show appreciation to these posts. To begin 10

(Facebook, 2016 and Wikipedia, 2016). way. As we have seen before, this can be Also comments has very much the same done by liking the post, since friends of a function as likes, though with comments a user can see what content a user likes and user can use words to express more of his or the more likes a post get the higher up in the her feelings, both positive and negative news feed it will show, or by tagging your (Wikipedia, 2016). On a social networking friends in comments and by that bring them site that’s filled with humorous posts it is to that content (Wikipedia, 2016). This can only natural to like and comment these posts also be linked to what Ellison et al. (2007) to present to others what you think is funny mentions, that social networking sites help and in this way also belong to a group of people to maintain relations. Also Park et al. people who appreciate the same kind of (2009) and Park & Lee (2014) have found humor. However the same ought to apply to that socializing and relationship post with useful information, so why do maintenance are reasons for using entertainment content posts get more likes Facebook. By liking and tagging friends and comments? There should be more and family with comments you’ll keep in explanation than that there are a lot of touch with them. This also goes in line with entertainment content posts. the empirical results that suggest to strengthen relationships as a fairly strong First and foremost we have what Kuan-Yu reason to like and comments posts. Liking & Hsi-Peng (2011) tells us. Enjoyment is and commenting is a way to spread content according to Kuan-Yu & Hsi-Peng (2011) with your friends and enjoyment is simply the most important factor affecting the the most important factor affecting the behavior of social networking sites users. behavior of social networking sites users Users want social networking sites to make (Kuan-Yu & Hsi-Peng, 2011). Also Park et them and their friends feel interested and al. (2014) states that entertainment is the have fun. From this we can see that main reason for using Facebook. Kuan-Yu enjoyment i.e. entertainment is the greatest et al. (2011) also points out that a greater reason for people to use Facebook and also number of people reinforce the enjoyment that it’s important for Facebook users that of social networking sites and that users both them and their friends have fun. To appreciate the opportunity to meet new make sure that you have fun you just have people, whereby they can expand their to watch a funny video that’s posted but to social network. The total number of likes is also make sure that your friends have fun seen on posts and liking posts is therefore a you’ll have to spread that content in some good way to create a social networking site

11 where a large number of people appear thus narcissism are those who use Facebook the increasing the enjoyment. Sometimes it is most and that Facebook gives people with a even possible to see the names of users who high level of narcissism a way to enjoy a has liked the content and thereby increase higher social status. Facebook is therefore a the opportunity for users to meet new way for these people to maintain people that’s interested in the same content relationships and to communicate publicly. so that they can expand their social network. As we have seen enjoyment is the main way of doing this and since they are the main We also have what Błachnioa et al. (2016) users’ entertainment content posts sees mentions, that low level of self-esteem and great activity. Furthermore we see that those a high level of narcissism can serve as with a high level of self-esteem doesn’t predictors of a high level of Facebook use. attach much weight to using and to being According to Błachnioa et al. (2016) active on Facebook and also that they narcissism can predict four different aspects mainly use Facebook as a tool at work or for of Facebook use, namely: Facebook educational purposes. This means that a personal importance, instrumental category that primarily focuses on usable Facebook use, social Facebook use, and information content, at all do not use Facebook intensity. High level of Facebook that much and therefore we’re narcissism makes people more engaged in simply not seeing as much of these posts. Facebook and using Facebook gives people They may be using other means for their with a high level of narcissism a way to communication, maybe other less public stick out and enjoy a higher social status means on Facebook e.g. the chat. (Błachnioa et al., 2016). Narcissism is also linked with Facebook self-promotion Lastly there’s what Van der Heijden (2004) (Błachnioa et al. 2016). Furthermore suggest, that pleasure-giving values Błachnioa et al. (2016) says that those who (perceived enjoyment and perceived ease of have a high level of self-esteem are not in use) plays an essential role to increase need of attention on Facebook and they may acceptance of functional information. This not attach much weight to using it and to tells us that the entertainment factor effects being active or popular there. People with more than just pure entertainment posts. high self-esteem rather use Facebook as a Other posts e.g. posts with useful tool at work or for educational purposes information will therefore probably also (Błachnioa et al., 2016). Based on this we have elements of entertainment thus can see that people with a high level of increasing the attention of posts with

12 entertainment. This might be an explanation by liking or by tagging friends in comments. for the high number of humors posts i.e. all Liking and commenting is a way to spread sorts of posts contains elements of humor. content with friends and enjoyment, i.e. That posts with useful information are also entertainment, is simply the most important made entertaining means that people who factor affecting the behavior of social appreciate and like posts with useful networking sites users. Secondly, Facebook information also automatically like have a high percentage of humor and gossip entertaining posts since they are in fact posts. Facebook users simply sees a lot of entertaining. Thus increasing the attention entertainment content posts so the of entertainment content posts. probability that those get attention is high. Thirdly, people with a high level of 5. Conclusion narcissism are those who use Facebook the To begin with, in this study there were most and they mainly use Facebook for really only two types of posts: socialization e.g. maintain relationships and entertainment content posts and information to communicate publicly. Enjoyment is the content posts. So the comparison is only main way of doing this and since they are between these types of contents. Facebook the main users’ entertainment content posts user use Facebook partly because they have sees great activity. Fourthly, people with a needs i.e. a need to belong and a need for high level of self-esteem doesn’t attach self-presentation. These needs requires much weight to being active on Facebook means to get expressed and thereby get and they mainly use Facebook as a tool at satisfied. Likes and comments are tools for work or for educational purposes. A expressing this. According to the results category that primarily uses usable from the survey, entertainment was the information content simply do not use greatest reason for Facebook users to like or Facebook that much and therefore we’re not comment posts. Why then do entertainment seeing as much posts with usable content posts get more likes and comments information. Lastly, the entertainment on Facebook? One answer is that enjoyment factor effects more than just pure is the most important factor affecting the entertainment posts. Other posts e.g. posts behavior of social networking sites users with useful information will therefore and users want social networking sites to probably also have elements of make them and their friends to have fun. To entertainment thus increasing the attention make sure that your friends have fun you’ll of entertainment content posts. have to spread the content. This can be done 13

6. Implications References

Companies could use this knowledge by Błachnioa, A., Przepiorkaa, A., & making their Facebook posts more Rudnickab, P. (2016). Narcissism and self- entertaining. Funny and humorous posts esteem as predictors of dimensions of will attract the most likes and comments and Facebook use. Personality and Individual will therefore bring most attention to the Differences, 90, 296-301. company. It could, for instance, be a good Ellison, N. B., Steinfield, C., & Lampe, C. idea to also do informative posts funny. To (2007). The Benefits of Facebook make post that users can comment to share ‘‘Friends:’’ Social Capital and College with their friends can also be a good idea. Students’ Use of Online Social Network Because it gives them an opportunity to Sites. Journal of Computer‐Mediated strengthen relationships. This is also Communication, 12(4), 1143-1168. something that we see. Many posts on Facebook today is all about spreading fun Facebook. (2016). Gilla och reagera. things with friends by tagging them with Accessed 2016-11-26, from comments. For instance: “comment three https://www.facebook.com/help/45244699 friends that has to see this” *a funny post*. 8120360

7. Future studies Hansson, L., Wrangmo, A., & Søilen, K. S. (2013). Optimal ways for companies to use Through an empirical research this study Facebook as a marketing channel. Journal found what it is that makes Facebook users of Information, Communication & Ethics like and comment posts. Furthermore, the in Society, 11(2), 112-126. study used theoretical support to examine why entertainment content gets the most Kuan-Yu, L., & Hsi-Peng, L. (2011). Why likes and comments. However, this study people use social networking sites: An was limited by only studying two types of empirical study integrating network content: usable information and externalities and motivation theory. entertainment. Further studies in the subject COMPUTERS IN HUMAN BEHAVIOR, could therefore be to find out how Facebook 27(3), 1152-1161. users react to other types of content e.g. inspiring content posts. Furthermore also find out why this content might make

Facebook users like and comment posts.

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Developmental Psychology, 30(3), 227- Zephoria. (2016). The Top 20 Valuable 238. Facebook Statistics – Updated November 2016. Accessed 2016-12-06, from Powell, J. (2009). 33 Million people in the https://zephoria.com/top-15-valuable- room: How to create, influence, and run a facebook-statistics/ successful business with social networking. New Jersey: Financial Times Press

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