Abstract
Despite engagement being a criterion for the success of initiatives on Facebook, there is a lack of conclusive evidence about its connections with the psychological and motivational orientations that lead one to use Facebook. Built upon the uses and gratifications theory, we develop an integrative and context-specific model that links engagement with enjoyment, self-presentation, and community belonging−identified as motivational orientations underlying Facebookers’ behaviors. We also draw on current flow accounts and socioemotional selectivity theory to examine the potential moderating roles of both flow experiences and age differences. We validate the survey instrument and test the model on a sample of active Facebook users. Model testing and sensitive analysis is performed with a two-stage method that combines partial least squares (PLS) and artificial neural network analysis. The results provide strong support for the validity of the hypothesized causal, mediating and moderating relationships embodied in the model. The research also provides insights into practitioners seeking to enhance Facebookers’ engagements and promote continued use of Facebook.
Highlights
Facebook is the world’s biggest social networking service (SNS), both in terms of active users per month and geographical reach
There is evidence about the contribution of perceived enjoyment to triggering engagement−either operationalized as mental involvement (Rodríguez-Ardura and Meseguer-Artola, 2018), as browsing and participation behavioral practices (Pöyry et al, 2013), or as knowledge sharing (Moghavvemi et al, 2017)−on Facebook. In light of these arguments, we propose the following hypotheses: H1: Enjoyment motivation has a positive effect on engagement
We examined the impact of the predictor variables on their associated endogenous constructs through their f2 effect sizes, which show that enjoyment motivation has the most relevant effect on engagement and that engagement is the most important predictor of continuance
Summary
Facebook is the world’s biggest social networking service (SNS), both in terms of active users per month and geographical reach. For organizations and brands, engaging a large number of users through a brand’s content and services on Facebook is considered to be one of their integrated marketing communication programs’ most critical success factors (Boyd and Forbes Agency Council, 2018). On Facebook, a user’s engagement behaviors go beyond commercial exchanges and might consist of practices such as: providing creative feedback and assistance to other users in their personal social network; Facebook Engagement producing imaginative stories or content about a common interest, an event or a brand with whom the user identifies; fostering communication and interaction amongst fellow Facebookers; and willingly replying to calls, stories, or posts by other users
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