This study aims to investigate how users' attitudes towards “likes” on Instagram have changed over time. Through semi-structured interviews with participants aged 19-33 years old, the study explores the changes in their behavior and attitudes towards likes. The method includes a qualitative research strategy with thematic analysis to identify patterns and reasoning behind the user's actions on Instagram.

The result indicates that the participants care significantly less about likes today compared to before, and that they now have a more relaxed attitude towards them. Likes are no longer considered by the participants to be a decisive factor for their self-esteem or social acceptance, but that the quality of likes now outweighs the quantity. Participants attach more importance to who likes their posts rather than how many.

The conclusion of the study points out that changes in the attitude towards likes can partly be explained by aging and personal development, as well as society's changed norms and values around digital interaction. This study demonstrates the complexity of understanding changes in behavioral patterns and attitudes, which are influenced by both individual and societal factors.