What makes us click “like” on Facebook? Examining psychological, technological, and motivational factors on virtual endorsement

•Enjoyment and interpersonal relationship as most salient motives.•Those with higher self-esteem, more diligence, more emotional stability, and less subjective norm clicked “like” to express enjoyment.•Those with lower self-esteem, less diligence, less emotional stability, and higher subjective norm clicked “like” for pleasing others.•Enjoyment, interpersonal relationship, and perceived ease of “like” positively predicted the attitude toward “like.”•Subjective norm and the passing time motive positively predicted clicking “like.” The pleasing others motivation negatively predicted “like” behavior.