Working Papers

Divergent Effects of Likes and Comments on Sharing on Social Media: The Role of Implied Intimacy

Yuheng Hu and David Gal

Mar 11, 2020

Examines how likes and comments influence social media sharing by analyzing data from over 2.5 million posts of almost 168,000  Instagram users; augments these data through a series of experiments to further explore the relationship between likes vs. comments and subsequent sharing.

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