Shallow Engagement in Highly Engaged Pages. The Influence of Perceived Value, Content Reliability, and Homophily on Disseminating Information on Valencia Bonita Facebook Community Page

The purpose of this paper is to study the engagement that leads to disseminating content on a highly engaged Facebook page. The model connects shallow engagement, understood as clicking like and sharing content, with four antecedents: image attractiveness, perceived value, reliable content, and perceived homophily. The research is based on a survey of 257 users from Valencia Bonita, a user-generated Facebook page which posts information about the Spanish city of Valencia regarding its history and possible leisure plans. The analysis is performed using structural equation modelling. The evaluation of the model confirms the direct effect on shallow engagement of three antecedents: perceived value, reliable content, and perceived homophily. Image attractiveness has an indirect effect through perceived value. DOI : https://doi.org/10.54663/2182-9306.2023.v11.n21.68-89