Passive Aggressive behavior from my friends regarding my new business?

Your friends don't owe you any "likes", and pressuring them into publicly endorsing something you built isn't cool. It doesn't matter why they decided not to like your page and obsessing about it isn't healthy. Learn to focus on important things.

Did you just invite them to like using facebook's invite feature or did you reach out to them with a personal message?

People tend to ignore invites as it's super impersonal. I started a page and invited a bunch of people to like it and nobody did including my own sister and cousins. I then reached out with a personal message and the results were night and day.

If you want a favor don't be lazy about it.

Welcome to the hard part of building a startup.

It’s very hard and would take a lot of time for anyone to care about it including your closest family members. Get used to it and focus on your users/customers.

Don’t Stress yourself reading between lines, there will be enough anxiety as it is. Focus on your users and make it valuable to them

"Your friends don’t owe you any 'likes'" - this is a bit of a contradiction in itself.

You are friends with your friends because one like each other no matter whether a "liking" may have a concrete and practical cover (doing a favor) or is a more a general statement. So to my view friends do owe you a like - whether it's a "like" or a like.

I think "passive aggressive behavior" is a pretty applicable and true perception of those friends' behavior.

I would never like a friends' piece of content unless I actually truly like it. Similarly, I stay away from new products & services where a lot of the 'likes' come from friends of the founder. That said, if a friend asks me for an intro to someone who would really value the service I'll go out of my way to do it - it's a question of authenticity for me.

...or maybe they don't like the product. Being put in a position where you have to lie to your friend is not easy.

I rarely like stuff on FB, no matter if it's articles or products. But if a real friend (not just a FB contact) needs help, I am always helping. And I personally think, I can help more by introducing people, wirting some emails to freindsa and contacts or anything else. So if you contact close friends, it feels wierd to ask for likes and not for better support. If it's just FB "friends": who cares, you can get likes in different ways.

If you're proud of your product and believe in it, focus your efforts on finding a relevant audience for you, not in your friends, probably most of them are not part of your target.

I'm always surprised to hear people still <em>use</em> Facebook!

If you want to do Facebook marketing, namely ads, don't invite friends to like your page/content.

It just pollutes your target audience and Facebook targeting optimization will suffer.

Stop using your friends.

Don't do any business with your friends...