Measuring user engagement attributes in social networking application

This paper describes our work in performing an exploratory factor analysis (EFA) to measure the engagement attributes in social network application (i.e. Facebook). We adapted the measuring user engagement scales from the previous work that have been done in an online shopping environment. By using factor analysis, we found that there are four attributes of engagement while interacting with social network application namely; Focus Attention, Novelty Endurabilty, Perceived Usability and Aesthetics. A number of 103 Facebook users responded to the administered questionnaires in two weeks duration. The findings show that respondents preferred using non-mobile devices as compared to both mobile and non-mobile devices in accessing and interacting with social network application.