Measuring user engagement levels in social networking application

This paper describes our work in performing an disriminant analysis (DA) to determine the relationship between engagement levels and Facebook activities. From our previous work, we found that there are four attributes of engagement while interacting with social network application namely; Focus Attention, Novelty Endurabilty, Perceived Usability and Aesthetics. In this paper we adapted the scale from other previous work to link up with engagement levels by using discriminant analysis. A number of 103 Facebook users responded to the administered questionnaires in two weeks duration. From the experiment, we found that Social Connection is the most engaging activity, followed by Photographs, Status Updates, Social Investigation, Social Network Surfing, and Contents. We also provided discriminant function to test the engagement level of Facebook activities for future work.