Your pain, my gain: Schadenfreude as a driving mechanism of online "liking" behavior.

The counter-valenced use of the "like" button is an understudied phenomenon. Using a mixed-methods approach, this manuscript examines if individuals use the "like" button on social media to induce negative emotions in members of other brand communities while facilitating joy at that pain - that is, schadenfreude. Study 1 uses archival data to provide an initial illustration of "liking" behavior on the negative social media posts of sports teams, with the behavior increasing over a span of five years. Study 2 uses qualitative surveys to investigate if individuals engage in negative "liking" behavior, and to examine if schadenfreude is their motivation. Results indicate a substantial minority of subjects engage in "liking" negative outcomes of opponents, with most indicating schadenfreude as primary motivation. Study 3 uses a quantitative survey approach to examine if schadenfreude is related to increased "liking" behavior of several negative outcomes, including injuries. Results show significant correlation between negative "liking" and schadenfreude. Study 4 uses a quantitative approach to provide initial insights into intent. Results are consistent with Study 3 and show that those bothered by receiving "likes" on negative posts are more likely to engage in the behavior themselves. Further, a significant number of subjects indicate they engage in the behavior to hurt the other party. Together, this work sheds initial light on the relationship between schadenfreude and the negative use of a social media tool designed to express approval and support. We discuss theoretical and practical implications of these findings, along with future research directions.