Abstract:

Although social media are designed to be engaging, but many users are unable to identify the functionality of social media in promoting civic engagement and developing communication strategies among the digital communities. Therefore, a quantitative survey involved 300 respondents using purposive sampling technique has been done to determine whether Facebook usage and functionalities are the predictive factors in contributing towards civic engagement. Based on multiple regression analysis, it showed that the functionalities of sharing, identity, groups, reputation, relationship and conversation are the predictive factors in contributing towards civic engagement. As conclusion, by analyzing these predictive factors, government and organizations can understand how Facebook as a powerful tool of communication certainly benefit in promoting civic engagement among the digital communities.