Лайкването като фийдбек във виртуалната комуникация
Liking as feedback in virtual communication

Author(s): Vanche Boykov, Marieta Goceva
Subject(s): Economy, Business Economy / Management
Published by: Международно висше бизнес училище
Keywords: social networks; liking, feedback; virtual space; emoticons
Summary/Abstract: In the era of globalization, it is almost impossible to imagine an Internet business or promotion without a presence on social networks. The idea of effective exchange of ideas has essentially remained the same since the creation of the first modern social networks, and its advancement has been aided by the development of numerous opportunities that digital platforms can provide today. Presence on most social networks is free. The potential of digital platforms is expressed in the fact that they have a large number of users to whom we can address our messages. The biggest advantage is space for two-way communication, especially since in 2009 Liking was introduced as feedback – a response to certain events and actions. However, feedback reveals the liker's intentions. Just like the perfume you smell is meant for those closest to you, not far away, likes are meant for the owner of the respective page. Likes reveal the intentions of the liker, which is why it is necessary to adapt the like itself, especially considering the characteristics of the product, the goals, the competition, and even the marital status of the individual who uploaded the content. It is important to remember that just as it is advisable not to use perfumes that contain vanilla, lavender or gardenia, so do likes expressed with a heart emoticon, unless the liker and the owner of the post are in an emotional relationship.

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