I like it because I (‘m) like You – measuring user attitudes towards information on Facebook

Koroleva, Ksenia; Stimac, Vid; Krasnova, Hanna (4 December 2011). I like it because I (‘m) like You – measuring user attitudes towards information on Facebook. In: 32nd International Conference on Information Systems (ICIS 2011). Shanghai, China. 04.12.-07.12.2011.

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Limited in motivation and cognitive ability to process the increasing amount of information on their Newsfeed, users apply heuristic processing to form their attitudes. Rather than extensively analysing the content, they increasingly rely on heuristic cues – such as the amount of comments and likes as well as the level of relationship with the “poster” – to process the incoming information. In the paper we explore what impact these heuristic cues have on the affective and cognitive attitude of users towards the posts on their Newsfeed. We conduct a survey on based on a Facebook application that allows users to evaluate Newsfeed posts in real time. Applying two distinct panel-regression methods we report robust results that indicate that there is a certain relationship primacy effect when users are processing information: only if the level of relationship with the “poster” is low, the impact of comments and likes on the attitude is considered, whereby likes trigger positive, whereas comments – negative evaluations.

Item Type:

Conference or Workshop Item (Paper)


03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems

UniBE Contributor:

Krasnova, Hanna


000 Computer science, knowledge & systems
300 Social sciences, sociology & anthropology > 330 Economics




Rahel Winkelmann

Date Deposited:

30 Apr 2014 13:19

Last Modified:

06 Dec 2014 08:27

Uncontrolled Keywords:

information overload, heuristic information processing, heuristic cues, attitude





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