Quantitative and Qualitative Approaches of User Engagement on Facebook* Fan Page
Paola Elvira VELAZQUEZ-SOLIS,
Jorge Eduardo IBARRA-ESQUER,
María Angélica ASTORGA-VARGAS,
Brenda Leticia FLORES-RIOS,
Monica CARRILLO-BELTRÁN,
Ivan Antonio GARCÍA PACHECO https://doi.org/10.15514/ISPRAS-2024-36(1)-9
Abstract
User Engagement is a metric that represents a part of the user experience characterized by attributes of reactions, visibility and user interactivity with others. Quantitative and qualitative analysis were used to establish a new method for calculating User Engagement in Facebook* fan pages focused in dissemination of scientific content, news, and events. We focused on social media processes based on Spearman correlation coefficients and categorization of publications by format type and source of content. Variations in Engagement for individual posts were explained by a multiple linear regression model defined using the number of clicks and the reach of posts with an accuracy of up to 91% (R2). The User Engagement increases preferably when it is presented in photo format of an original content creation.
*Facebook (owned by Meta) is prohibited in the Russian Federation
Supporting agencies: This research was supported by Universidad Autónoma de Baja California through the PhD grant by Consejo Nacional de Ciencia y Tecnología 668484 for the first author.
About the Authors
Paola Elvira VELAZQUEZ-SOLIS
Universidad Autónoma de Baja California (UABC), Instituto de Ingeniería
Mexico
Mexico
Student of Ph.D. at the Universidad Autónoma de Baja California in the Engineering Institute. Her research interests include social media, data mining, data Analysis and she is also consulting in private and public sector companies and dedicated to teaching, giving classes in local universities.
Jorge Eduardo IBARRA-ESQUER
Universidad Autónoma de Baja California (UABC)
Mexico
Mexico
Jorge Eduardo Ibarra-Esquer is a professor at the Universidad Autónoma de Baja California in the Faculty of Engineering. His research interests include the Internet of Things and Data Mining and has taken part in research projects related to improving the learning processes for students in the Computer Engineering major.
María Angélica ASTORGA-VARGAS
Universidad Autónoma de Baja California (UABC)
Mexico
Mexico
María Angélica Astorga-Vargas is a professor of software process improvement at the Universidad Autónoma de Baja California in the Faculty of Engineering. Her research interests are Software Engineering with a focus in Software Process Improvement in small companies, and the effectiveness in software development teams.
Brenda Leticia FLORES-RIOS
Universidad Autónoma de Baja California (UABC)
Mexico
Mexico
Researcher of knowledge management and software process improvement at the Universidad Autónoma de Baja California in the Engineering Institute. Her research interests are Software Process Improvement and quality in small enterprises and the impact of Knowledge Engineering on Software Engineering.
Monica CARRILLO-BELTRÁN
Universidad Autónoma de Baja California (UABC)
Mexico
Mexico
Researcher of Food Biotechnology at the Universidad Autónoma de Baja California in the Engineering Institute. Her research interests include innovation ecosystem where emerging technologies are applied for the development, sensory evaluation and marketing of healthier and safer foods and beverages with real benefits and recognizable added values, focusing on human nutrition, sustainability and planetary health.
Ivan Antonio GARCÍA PACHECO
Universidad Tecnológica de la Mixteca, División de Estudios de Posgrado
Mexico
Mexico
Profesor at the Universidad Tecnológica de la Mixteca. His research interests include software project management and software process improvement projects in the Mexican software industry.
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Review
For citations:
VELAZQUEZ-SOLIS P.E., IBARRA-ESQUER J.E., ASTORGA-VARGAS M.A., FLORES-RIOS B.L., CARRILLO-BELTRÁN M., GARCÍA PACHECO I.A. Quantitative and Qualitative Approaches of User Engagement on Facebook* Fan Page. Proceedings of the Institute for System Programming of the RAS (Proceedings of ISP RAS). 2024;36(1):143-156. https://doi.org/10.15514/ISPRAS-2024-36(1)-9
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