ABSTRACT
The title of this study is 'Like-influencer framework: a study of factors influencing click of "Like" option by users on Facebook'. The title of the research itself introduces the dimensions of the interrelated steps. An integrative framework was then proposed that can be used to identify the dimensions and components of the Like option on Facebook as an influencer and describe how these dimensions can affect the purchasing behaviour of a Facebook user. The Like-Influencer framework can be used by marketers to adjust their marketing campaigns and strategies in a way that creates positive brand recall for their product/service. The study provides insights into how a friend's endorsement of a product/service through the Like option on Facebook has a linkage to/influence on the user's purchasing decision. The Like-Influencer Framework can be used for market research and may be extended to the cultural dimension for future research.
