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The Infamous “Like” Feature: A Neuro Perspective

The Infamous “Like” Feature: A Neuro Perspective

Helmi Issa, Rachid Jabbouri
Copyright: © 2022 |Volume: 18 |Issue: 1 |Pages: 22
ISSN: 1548-3908|EISSN: 1548-3916|EISBN13: 9781799893646|DOI: 10.4018/IJTHI.299073
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MLA

Issa, Helmi, and Rachid Jabbouri. "The Infamous “Like” Feature: A Neuro Perspective." IJTHI vol.18, no.1 2022: pp.1-22. http://doi.org/10.4018/IJTHI.299073

APA

Issa, H. & Jabbouri, R. (2022). The Infamous “Like” Feature: A Neuro Perspective. International Journal of Technology and Human Interaction (IJTHI), 18(1), 1-22. http://doi.org/10.4018/IJTHI.299073

Chicago

Issa, Helmi, and Rachid Jabbouri. "The Infamous “Like” Feature: A Neuro Perspective," International Journal of Technology and Human Interaction (IJTHI) 18, no.1: 1-22. http://doi.org/10.4018/IJTHI.299073

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Abstract

With the recent rise of excessive use of social media and its damaging effects, there is an urgent need to systematically recognize how users behave towards the “Like” button, which has been considered the most toxic feature on social media. To date, scholars know little about the neurophysiological responses of users towards the ‘Like’ feature despite its pervasiveness. Thus, through the lens of cybernetic theory, this research measured user behavior towards the “Like” feature by experimenting with two neuro tools (i.e., electrocardiogram (EKG/ECG) and electroencephalography (EEG)). Sixteen participants, allocated within three separate groups, completed a simple experimental task of ‘’liking’’ content. Unexpectedly, the findings revealed that participants who frequently and infrequently received “Likes” shared similar biometrics (i.e., high neurophysiological activities). Furthermore, this research raised concerns over the underlying AI algorithms related to recommendation engines/systems.