Measuring Information Seeking through Facebook: Scale development and initial evidence of Information Seeking in Facebook Scale (ISFS)

The popularity of Facebook as a source of information has generated a need for reliable and valid information seeking instruments. Current approaches to measure individual's information seeking behaviors and other motives (e.g., socialization, entertainment, self-seeking, diversion) behind Facebook usage have proved to be problematic as they use theorized variables, fail to measure information seeking, and exclusively take into account uses and gratifications theory (UGT) in social media. In the present study, a 23-item scale of Information Seeking in Facebook (ISFS) reflecting the core information seeking behaviors was developed to measure the information seeking in Facebook usage. The ISFS was administered to Facebook users (N = 150) in order to obtain item analysis and reliability estimates which resulted in a refined 21-item scale. Several self-report measures (General Social Media Usage, Online Friendships, Facebook Friendships, and Social Media Use Integration) were used to obtain construct validity evidence. Strong reliability evidence was found in the data collected with the scale (α = .89) and the ISFS scores converged with scores for other scales of Facebook activities. Given the reliability and validity results with good factor loadings, the ISFS scale was suggested as a method of measuring information seeking in Facebook. Implications for future research and practice are discussed in the light of information seeking in Facebook usage.