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Makale Özeti:
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Every individual feels they exist the way they express themselves in social life. The feedback by the other individuals in society during the communicationship helps the individual to see their position, to learn about themselves and to form their identity. The reason for an individual to adapt the social norms or typical behaviours of a group is to be loved and accepted by others. When these two stages of needs according to Maslow are considered, the first motive is to feel oneself sufficient and successful, second is being liked and being respected. If the person cannot satisfy their being liked and self-respect needs, they will start feeling an inferiority complex. Especially for the adolescents and the young adults it is a core motive to make connections with o theirs and to be accepted by the group, because they are in the most critical period of socialization and are interested in satisfying the needs of love and belongingness. Similarly, in the early and middle adulthood, the expectations of achievement, building a career, status, respect from others, prestige, social acceptance dominates the needs. This study has emerged from a phenomenological perspective. In the study, as facebook is a new dimension for the individual in their socialization process interacted with other individuals, the function of the button “Like” is discussed referring to one of the social needs; being liked. The marketing tactic that is based on the weakness of the being liked motive is also going to be discussed. The data has been gathered by literature scan.
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