Building a Model for E-Interaction Via Facebook Platform "The IN-IMSIU Model for E-Interaction"

Abstract

This study had two main objectives: a theoretical goal and a practical one. The theoretical aim was to design a model for measuring online interaction on Facebook, while the practical objective focused on assessing how Jordanian users engage with community issues using this model. The proposed model, called the IN-IMSIU Model, comprises two dimensions: the technical interaction mix (organic interaction) and the behavioral interaction mix (non-organic interaction). The technical interaction dimension includes four subcomponents: privacy, language, username, and access method. In contrast, the behavioral interaction dimension encompasses five subcomponents: participation, purpose of interaction, expression of participation, emotions involved, and source of interaction. The model was applied to a sample of active Facebook users in Jordan, which includes approximately 6.45 million users. The results indicated a strong level of interaction among Facebook users, but a moderate level of engagement with community issues. The study found that gender and age significantly influenced technical interaction, while education and age affected behavioral interaction. Finally, the study offers several recommendations for enhancing the proposed model within communication and marketing applications.