SNS had become a popular marketing medium since the popularity of SNS increased, however, only a few works of literature had reviewed the influence of users’interaction towards the decision to like the brand in SNS. This research has an objective to observe the influence of word of mouth volume and valence towards users’ decision to like the brand, and how users’ individual construal levels can moderate those interactions. The experimental study is used in this research with a total of 4 scenarios and 147 accepted answers of respondents. The respondents were gathered from Amazon Mechanical Turk. The findings in this research show that high volume and positive valence in the comment of a brand post significantly have a positive influence on the users’ decision to like the brand. Meanwhile, a high level of construal in users’ minds is significantly reducing the negative effects of low volume and negative valence in the comment of a brand post towards users’ decision to like the brand. Therefore, theoretical and practical implications are discussed regarding the findings.

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