(Nim Dvir, Department of Information Science, State University of New York at Albany, NY, USA) In recent years, the term “engagement” has been increasingly used in broader academic literature as a possible framework to measure and explain human interactions with technology. However, current research is unstructured and spread across various disciplines, leading ‎to wide-ranging, and sometimes disparate, perspectives, vocabularies and measurement ‎methodologies‎. As result, the theoretical ‎meaning and foundations underlying “Engagement” ‎remain unclear in the ‎literature to-date. ‎To address this issue, I conducted a comprehensive literature review to synthesize ‎knowledge on engagement from several academic fields - Informatics, Information Systems, ‎Communications, Marketing, and Education. Specifically, my review will focus on textual and linguistic information, and how the presentation, framing and organization of such information influence user experience (UX) and online behavior. Using this interdisciplinary approach, I believe that ‎it is possible to identify a basic process of engagement happening in many different contexts. ‎This may lead to progress towards understanding and assessing user engagement by suggesting ‎‎unified, generalized and overarching models and principles that can be applied across domains ‎and applications. ‎ ‎ Keywords: Information Organization, User Experience, Engagement, Content Strategy

1. Framework For
Engagement
Nim Dvir

2. Research Agenda
 Human Computer Interaction
 User Experience (UX)
 Content Strategy & Engagement
 Definition, Model, Measurement,
Characteristics, Automation
Goal: Improve UX, user interaction and
overall communication

5. User
Experience (UX)

6. Content Strategy
 “the practice of planning the content creation,
delivery, and governance" (Halvorson & Rach, 2012)
 Applications and Tools:
 content curation
 Content Analysis - metadata, taxonomy, SEO
 Editorial Strategies
 Information Architecture (IA) – Sitemaps,
Wireframes

7. Research Project
 What is the concept “Engagement”?
 Can engaging text / images be systematically
and automatically identified and evaluated?
 Can we automatically create Engaging Content?
 Goal: Improve UX, user interaction and
overall communication

8. Why Should You Care?
 Information Age
 You are all under Attack!
 Attention Economy
 You forget 90% of what you hear
 We all want to be memorable / compelling /
engaging

9. Framework For
Engagement

10. Engagement Is Everywhere

11. But… what is it?

12. Definition - User engagement is…
• “The percentage of people who saw a post that reacted
to, shared, clicked or commented on it” (Facebook’s page
metrics, Facebook.com, 2016)
• “A quality of user experience that depends on the
aesthetic appeal, novelty, and usability of the system, the
ability of the user to attend to and become involved in the
experience, and the user’s overall evaluation of the
experience” (O’Brien & Toms, 2008)
• “The emotional, cognitive and behavioral connection that
exists, at any point in time and possibly over time,
between a user and a resource” (Attafield, 2011)

13. A Unified Definition:
Energy
Exchange
Attention
Allocation
Cognitive
Load
Engagement = Cognitive Load (Attention)

14. Model
 O’Brien & Toms, 2010

15. New model:
 Discovery – Point of Presence – Participation
 Disco – PoP - Party
Discovery
Point of
Presence
Participation

16. Measurement
 Information retrieval (IR)
metrics
 User Engagement Scale
(UES) (O’Brien & Toms,
2010).
My suggestion:
Cognitive Load - Task-
invoked pupillary
response

17. Task-invoked Pupillary Response

18. Attention
Allocation
Simple
Model
Cognitive
Load
To Sum Up

19. Related Work
 Less Is More
 Sticky Words

20. Sticky Word: Experiment
 Low Frequency (distinctiveness)
 High Frequency on Imdb.com (Familiarity)
 Sentiment Analysis
 Example:
 Identify Influential Factors in Abandoned Buildings
 Identify Influential Factors in Zombie Buildings
 Goal: Automatic, systematic identification and
replacement

21. Sticky Words
 Familiar
 Distinctive
 Emotional Value
 = Memorable / Liking

22. Moving Forward
 Engaging Images