Consumer Reactions to Likes and Comments Received in Social Network Sites

Consumers increasingly post comments on brand profile pages and quite often they also get feedback either as likes or as comments to their posts from other consumers. In this research we analyze how the likes and comments people get as reactions to their posts have a significant impact on their attitudes and behaviors. Results show that the number of likes and the number of comments affect individuals differently. While the number of likes received increases social recognition and the intention to participate again, the number of comments received only affects social recognition. A second study shows that the position of the post significantly influences the intention to participate again.