Developing a Model for Continuous User Engagement in Social Media

Abstract

In this paper, we propose a new model for continuous user engagement in social media. Since social media appeared, it has been transformed into a media platform. Accordingly, there is also a change on the way that social media gathers people likewise general media platforms do. Necessity of a new viewpoint on social media is on the rise. The research model is developed in terms of how to make users participate and engage continuously. Uses and gratification theory is considered as a way to find condition for users' adopting a certain media. Gamification is introduced as a means to draw intrinsic motivation of users in social media to make them engage continuously. Thus we prepare theoretical bases to justify the developed model. Proposal of experimental design is also demonstrated to make sure of validity of this research model. Therefore, we expect our work to be helpful to design social media with a novel mechanism that deems users in novel point of view.