Four facets of Facebook intensity — The development of the Multidimensional Facebook Intensity Scale

• Facebook intensity was measured by persistence, self-expression, boredom and overuse.
• The scale had good factor structure, internal consistency and temporal stability.
• Good convergent validity was found with BFI and previous Facebook scales.
• The average monetary value of Facebook for Hungarian users is 5284 USD.

The aim of the present study was to create a short and valid questionnaire: the Multidimensional Facebook Intensity Scale (MFIS). In Study 1 (N = 512), we used exploratory structural equation modeling to explore the basic dimensions of everyday Facebook use. The results suggested four factors: persistence, boredom, overuse, and self-expression. The MFIS also had good reliability in terms of internal consistency and temporal stability. In Study 2 (N = 566), confirmatory factor analysis was conducted in order to assess the factor structure revealed in the previous study. The four-factor first-order and the second order model appeared to be adequate contrasting to the one factor model. Based on target coefficient the four-factor second-order model appears to be the most adequate. In Study 3 (N = 531), the convergent validity of the MFIS was examined in relation to Facebook addiction, Facebook passion, Online Sociability and different personality dimensions. The MFIS can predict Facebook-related activities as liking and posting better than previous Facebook scales. The results suggest that this questionnaire is able to reliably differentiate between different aspects of Facebook use intensity.