Instruments for Investigating User Engagement in Politics on Social Media

Abstract

This study explores user behavior in social media, with a focus on factors that influence engagement with content posted by political leaders. Grounded in the Theory of Planned Behavior (TPB) and the Value Theory, this research employs a quantitative survey instrument. The survey covered various factors, including curiosity, expectations and sensitivity, that shape user Attitudes about engaging with politics on social media. Subjective Norms, shaped by sociability, information sources, and communication platforms, reflect the role of social norms in user behavior. Furthermore, Perceived Behavioral Control, represented by factors like availability, self-efficacy, and accessibility, indicates users' perceived control over engagement. The Perceived Value dimension, including prosperity, progressiveness and effectiveness, reveals the user's assessment of the value derived from the capabilities of political leaders. The survey questions have been developed based on the factors that have been identified and their suitability confirmed with the involvement of 5 experts in content validity activities. Understanding these facets of user behavior in the digital age is crucial for refining political campaign strategies, enhancing understanding about users or voters, and fostering democratic participation. This study offers insights into the relationship between social media users and political engagement for meaningful political participation in this digital age.