Abstract
The present study focuses on the development of a Facebook fan page engagement index which can be used to segregate disengaged consumers from engaged ones. Principal Component Analysis (PCA) method was used to derive the index. Data on 16 items measuring Facebook fan page engagement of consumers was used to identify their underlying latent variables. The appropriateness of employing PCA method was determined using KMO and Bartlett's Test of Sphericity statistical tests. Factor scores using regression method were employed to obtain standardized indices. The results showed that the Facebook fan page engagement index is a multidimensional construct encompassing 4 dimensions (conscious attention, enthused participation, affection and social connection) with 16 underlying measures. This newly developed PCA based Facebook fan page engagement index will empower the marketing managers to measure the engagement level of a Fan Page liker on Facebook.
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