User engagement attributes and levels in facebook

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

This paper describes our work in performing a Factor Analysis (FA) to measure engagement attributes in Facebook and performing a Discriminant Analysis (DA) to determine the relationship between engagement levels and Facebook activities. We adapted the measuring user engagement scales from previous works that were performed in an online shopping environment. By using factor analysis, we discovered four attributes of engagement while interacting with social network applications, namely Focus Attention, Novelty & Endurability, Perceived Usability, and Aesthetics. We also adapted social networking activity scales from other previous works, in order to connect with engagement levels (recoded from the four engagement attributes) using a discriminant analysis. Results indicated that Social Connection was the most engaging activity, followed by Photographs, Status Updates, Social Investigation, Social Network Surfing, and Contents. Over a two week period, 103 Facebook users responded to the administered questionnaires. The findings also showed that respondents preferred using full access devices, compared to limited access devices, to access and interact with social network applications.

Original languageEnglish
Pages (from-to)11-19
Number of pages9
JournalJournal of Theoretical and Applied Information Technology
Volume41
Issue number1
Publication statusPublished - 2012

Fingerprint

Discriminant analysis
Factor analysis
Attribute
Social Networks
Factor Analysis
Discriminant Analysis
Social Networking
Questionnaire
Usability
Engagement
Update

Keywords

  • Discriminant analysis
  • Factor analysis
  • Social networking Application
  • User engagement

ASJC Scopus subject areas

  • Computer Science(all)
  • Theoretical Computer Science

Cite this

User engagement attributes and levels in facebook. / Banhawi, Firdaus; Mohamad Ali, Nazlena; Mohamad Judi, Hairulliza.

In: Journal of Theoretical and Applied Information Technology, Vol. 41, No. 1, 2012, p. 11-19.

Research output: Contribution to journalArticle

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