Working Paper

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

Yuheng Hu and David Gal

Mar 11, 2020

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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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