How Much Is a Like Worth? a Field Experiment of Facebook Pages

Daniel Mochon, Tulane University, USA
Karen Johnson, Discovery Vitality, South Africa
Janet Schwartz, Tulane University, USA
Dan Ariely, Duke University, USA
We conduct a field experiment to examine customers’ willingness to like a company’s Facebook page, and whether likes translate into improved customer value for the firm. Our results suggest that Facebook likes are easy to acquire and that page likes translate into measurable real world changes in consumer behavior.
[ to cite ]:
Daniel Mochon, Karen Johnson, Janet Schwartz, and Dan Ariely (2015) ,"How Much Is a Like Worth? a Field Experiment of Facebook Pages", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 640-640.