Like, Share and Follow: A Conceptualisation of Social Buttons on the Web

• In this theoretical and argumentative paper we analyse the implications of social buttons as used on social networking sites (SNSs). Although social buttons have been around for many years, there is still a scarcity of research on their effects despite their pivotal functions for the success of SNSs. We conceptualise these buttons as Like buttons, Share buttons and Follow buttons and analyse them and their associated actions through the lens of social capital theory. Our analysis shows how the clicker and the clickee are affected differently through these social buttons, and in the process, we also propose seven concepts to describe the social implications of these buttons. Having discussed these concepts, we conclude the paper by offering three contributions; a) the distinguishing between the clicker and the clickee; b) the subtle but yet distinct differences between buttons, and; c) a set of ways through which social buttons become productive.

Subject headings

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Kommunikationsvetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Communication Studies (hsv//eng)

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Medievetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Media Studies (hsv//eng)

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap -- Systemvetenskap, informationssystem och informatik med samhällsvetenskaplig inriktning (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications -- Information Systems, Social aspects (hsv//eng)

Keyword

Social Buttons

Social Capital Theory

Social Networking Sites

clicker

clickee

Publication and Content Type

ref (subject category)

kon (subject category)