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We found that individuals engaged in interchange-oriented social grooming by giving Likes to close friends regardless of whether they had received Likes from them before. However, when relationship closeness was low, participants mirrored their acquaintances\u2019 behavior by reciprocating Likes for Likes. Additionally, high-arousal positive emotions mediated the effects of receiving Likes on the intention to Like other users\u2019 content, but this result only held true when relational closeness was not accounted for in the model. Our study explains why people give Likes on social media and what factors shape their Liking intentions. The results of our study contribute to the existing knowledge of the social norm of reciprocity, social grooming, emotion regulation, relational closeness, and social media Liking.<\/jats:p>","DOI":"10.1093\/jcmc\/zmac036","type":"journal-article","created":{"date-parts":[[2023,1,16]],"date-time":"2023-01-16T09:03:01Z","timestamp":1673859781000},"source":"Crossref","is-referenced-by-count":18,"title":["To Like or Not to Like? An Experimental Study on Relational Closeness, Social Grooming, Reciprocity, and Emotions in Social Media Liking"],"prefix":"10.1093","volume":"28","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-3798-0551","authenticated-orcid":false,"given":"Kseniya","family":"Stsiampkouskaya","sequence":"first","affiliation":[{"name":"School of Management, University of Bath , Bath, Somerset, UK"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7019-7038","authenticated-orcid":false,"given":"Adam","family":"Joinson","sequence":"additional","affiliation":[{"name":"School of Management, University of Bath , Bath, Somerset, UK"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-3291-4766","authenticated-orcid":false,"given":"Lukasz","family":"Piwek","sequence":"additional","affiliation":[{"name":"School of Management, University of Bath , Bath, Somerset, UK"}]}],"member":"286","published-online":{"date-parts":[[2023,1,16]]},"reference":[{"key":"2023011609012579200_zmac036-B1","doi-asserted-by":"crossref","first-page":"43","DOI":"10.1016\/S0065-2601(08)60058-1","article-title":"Equity theory revisited: Comments and annotated bibliography","volume":"9","author":"Adams","year":"1976","journal-title":"Advances in Experimental Social Psychology"},{"key":"2023011609012579200_zmac036-B2","first-page":"221","author":"Ahmadi","year":"2016"},{"key":"2023011609012579200_zmac036-B3","first-page":"27","volume-title":"Handbook of closeness and intimacy","author":"Aron","year":"2004"},{"key":"2023011609012579200_zmac036-B4","doi-asserted-by":"crossref","first-page":"83","DOI":"10.1016\/j.bodyim.2018.06.005","article-title":"Selfie-objectification: Self-objectification and positive feedback (\u201cLikes\u201d) are associated with frequency of posting sexually objectifying self-images on social media","volume":"26","author":"Bell","year":"2018","journal-title":"Body Image"},{"issue":"1","key":"2023011609012579200_zmac036-B5","doi-asserted-by":"crossref","first-page":"122","DOI":"10.1006\/game.1995.1027","article-title":"Trust, reciprocity, and social history","volume":"10","author":"Berg","year":"1995","journal-title":"Games and Economic Behavior"},{"key":"2023011609012579200_zmac036-B6","doi-asserted-by":"crossref","first-page":"232","DOI":"10.1016\/j.jesp.2016.09.005","article-title":"How many likes did I get?: Purpose moderates links between positive social media feedback and self-esteem","volume":"69","author":"Burrow","year":"2017","journal-title":"Journal of Experimental Social Psychology"},{"issue":"2","key":"2023011609012579200_zmac036-B7","doi-asserted-by":"crossref","first-page":"141","DOI":"10.1080\/08824096.2017.1409618","article-title":"Predicting a threshold of perceived Facebook post success via Likes and reactions: A test of explanatory mechanisms","volume":"35","author":"Carr","year":"2018","journal-title":"Communication Research Reports"},{"key":"2023011609012579200_zmac036-B8","doi-asserted-by":"crossref","first-page":"385","DOI":"10.1016\/j.chb.2016.03.087","article-title":"Like as social support: Relational closeness, automaticity, and interpreting social support from paralinguistic digital affordances in social media","volume":"62","author":"Carr","year":"2016","journal-title":"Computers in Human Behavior"},{"issue":"5","key":"2023011609012579200_zmac036-B9","doi-asserted-by":"crossref","first-page":"474","DOI":"10.1111\/1753-6405.12572","article-title":"Who Likes alcohol? 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