User Engagement Attributes and Levels in Facebook

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