The Examination of the User Engagement Scale (UES) in Small Medium Enterprise Social Media Usage: A Survey-Based Quantitative Study
Abstract
Social networks have proven to be an essential marketing tool for the success of any product, service, or business. User participation affects the increase in revenue gain and creates long-term profit. The User Engagement Scale (UES) is one of the tools developed to measure user engagement and has been used in various digital domains. The UES intends to compute six dimensions of engagement: aesthetic appeal, perceived usability, focused attention, novelty, felt involvement, and endurability. This study investigates and verifies the three-factor structure of the UES. We used PCA to perform the analysis. The original data will be reanalyzed using UES, which consists of 220 valid responses. The result shows that the UES examination indicates good reliability in three factors. Factor 1 encompasses the feeling of involvement (FI), aesthetic appeal (AE), novelty (NO), and endurability (EN). Factor 2 aggregates the perceived usability (PU) elements. Factor 3 pertains to focused attention (FA) items. Our findings indicate that the User Engagement Scale is a valuable and suitable measurement tool for assessing user engagement in the context of social media within small and medium enterprises.
Downloads
References
A. M. Kaplan and M. Haenlein, “Users of the world, unite! The challenges and opportunities of Social-Media,” Bus Horiz, vol. 53, no. 1, pp. 59–68, 2010.
V. Benson and S. Morgan, Measuring the social impact: How social media affects higher education institutions. Hershey, PA: IGI Global, 2015.
R. Eid, Z. Abdelmoety, and G. Agag, “Antecedents and consequences of social media marketing use: an empirical study of the UK exporting B2B SMEs,” Journal of Business & Industrial Marketing, vol. 35, no. 2, pp. 284–305, Oct. 2019, doi: 10.1108/JBIM-04-2018-0121.
S. Fosso Wamba, A. Edwards, and S. Akter, “Social media adoption and use for improved emergency services operations: the case of the NSW SES,” Ann Oper Res, vol. 283, no. 1–2, pp. 225–245, Dec. 2019, doi: 10.1007/s10479-017-2545-9.
S. Chatterjee and A. Kumar Kar, “Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India,” Int J Inf Manage, vol. 53, p. 102103, Aug. 2020, doi: 10.1016/j.ijinfomgt.2020.102103.
B. R. L. Duff and C. M. Segijn, “Advertising in a Media Multitasking Era: Considerations and Future Directions,” J Advert, vol. 48, no. 1, pp. 27–37, Jan. 2019, doi: 10.1080/00913367.2019.1585306.
C. Meske and S. Stieglitz, “Adoption and Use of Social Media in Small and Medium-Sized Enterprises,” 2013, pp. 61–75. doi: 10.1007/978-3-642-38774-6_5.
L. Safko, The Social-Media Bible: Tactics, Tools, and Strategies for Business Success, 3rd Edition, 2nd Edition. Chichester: Wiley, 2012.
Z. Xiang and U. Gretzel, “Role of social media in online travel information search,” Tour Manag, vol. 31, no. 2, pp. 179–188, Apr. 2010, doi: 10.1016/j.tourman.2009.02.016.
K. J. Lacho and C. Marinello, “How small business owners can use social networking to promote their business,” The Entrepreneurial Executive, vol. 15, pp. 127–133, 2010.
P. R. Geho, S. Smith, and S. D. Lewis, “Is Twitter a viable commercial use platform for small businesses? An empirical study targeting two audiences in the small business community,” The Entrepreneurial Executive, vol. 15, pp. 73–85, 2010.
A. Sutcliffe et al., “User engagement by user-centred design in e-Health,” Philosophical Transactions of the Royal Society A: Mathematical, Physical and Engineering Sciences, vol. 368, no. 1926, pp. 4209–4224, Sep. 2010, doi: 10.1098/rsta.2010.0141.
H. L. O’Brien and E. G. Toms, “Examining the generalizability of the User Engagement Scale (UES) in exploratory search,” Inf Process Manag, vol. 49, no. 5, pp. 1092–1107, Sep. 2013, doi: 10.1016/j.ipm.2012.08.005.
J. Webster and H. Ho, “Audience engagement in multimedia presentations,” ACM SIGMIS Database: the DATABASE for Advances in Information Systems, vol. 28, no. 2, pp. 63–77, Apr. 1997, doi: 10.1145/264701.264706.
R. D. Jacques, “The nature of engagement and its role in hypermedia evaluation and design,” South Bank University, 1996.
Webster and Ahuja, “Enhancing the Design of Web Navigation Systems: The Influence of User Disorientation on Engagement and Performance,” MIS Quarterly, vol. 30, no. 3, p. 661, 2006, doi: 10.2307/25148744.
W. H. Delone and E. R. McLean, “The DeLone and McLean Model of Information Systems Success: A Ten-Year Update,” Journal of Management Information Systems, vol. 19, no. 4, pp. 9–30, Apr. 2003, doi: 10.1080/07421222.2003.11045748.
T. A. Farmer and M. W. Matlin, Cognition. Wiley, 2019.
M. Csikszentmihalyi, Flow: The Psychology of Optimal Experience . Harper Perennial Modern Classics, 2008.
H. O’Brien and P. Cairns, Why Engagement Matters. Cham: Springer International Publishing, 2016. doi: 10.1007/978-3-319-27446-1.
J. Arguello, W.-C. Wu, D. Kelly, and A. Edwards, “Task complexity, vertical display and user interaction in aggregated search,” in Proceedings of the 35th international ACM SIGIR conference on Research and development in information retrieval, Aug. 2012, pp. 435–444. doi: 10.1145/2348283.2348343.
F. Banhawi, N. Mohamad Ali, and Hairuliza Mohd Judi, “Measuring user engagement levels in social networking application,” in Proceedings of the 2011 International Conference on Electrical Engineering and Informatics, Jul. 2011, pp. 1–6. doi: 10.1109/ICEEI.2011.6021638.
H. L. O’Brien and E. G. Toms, “The development and evaluation of a survey to measure user engagement,” Journal of the American Society for Information Science and Technology, vol. 61, no. 1, pp. 50–69, Jan. 2010, doi: 10.1002/asi.21229.
E. N. Wiebe, A. Lamb, M. Hardy, and D. Sharek, “Measuring engagement in video game-based environments: Investigation of the User Engagement Scale,” Comput Human Behav, vol. 32, pp. 123–132, Mar. 2014, doi: 10.1016/j.chb.2013.12.001.
H. L. O’Brien, P. Cairns, and M. Hall, “A practical approach to measuring user engagement with the refined user engagement scale (UES) and new UES short form,” Int J Hum Comput Stud, vol. 112, pp. 28–39, Apr. 2018, doi: 10.1016/j.ijhcs.2018.01.004.
H. L. O’Brien and E. G. Toms, “What is user engagement? A conceptual framework for defining user engagement with technology,” Journal of the American Society for Information Science and Technology, vol. 59, no. 6, pp. 938–955, Apr. 2008, doi: 10.1002/asi.20801.
T. Correa, A. W. Hinsley, and H. G. de Zúñiga, “Who interacts on the Web?: The intersection of users’ personality and social media use,” Comput Human Behav, vol. 26, no. 2, pp. 247–253, Mar. 2010, doi: 10.1016/j.chb.2009.09.003.
H. O’Brien and P. Cairns, “An empirical evaluation of the User Engagement Scale (UES) in online news environments,” Inf Process Manag, vol. 51, no. 4, pp. 413–427, Jul. 2015, doi: 10.1016/j.ipm.2015.03.003.
A. M. Aladwani and P. C. Palvia, “Developing and validating an instrument for measuring user-perceived web quality,” Information & Management, vol. 39, no. 6, pp. 467–476, May 2002, doi: 10.1016/S0378-7206(01)00113-6.
R. F. DeVellis and C. T. Thorpe, Scale Development Theory and Applications, 5th Edition. Thousand Oaks, CA: Sage, 2021.
Copyright (c) 2023 Jurnal RESTI (Rekayasa Sistem dan Teknologi Informasi)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright in each article belongs to the author
- The author acknowledges that the RESTI Journal (System Engineering and Information Technology) is the first publisher to publish with a license Creative Commons Attribution 4.0 International License.
- Authors can enter writing separately, arrange the non-exclusive distribution of manuscripts that have been published in this journal into other versions (eg sent to the author's institutional repository, publication in a book, etc.), by acknowledging that the manuscript has been published for the first time in the RESTI (Rekayasa Sistem dan Teknologi Informasi) journal ;
