Development of Facebook Identity Scale

Pages: 609-613
Anjuman Bains and Sheema Aleem (Department of Psychology, Jamia Millia Islamia, New Delhi)

The present study attempts to explore online identity by the development of a measurement instrument for assessing the online identity of Facebook users. The scale is based on intensive literature review in the area of human identity in the context of social networking sites. The first phase of the study involved Exploratory factor analysis (EFA) which explored the underlying factor structure of the scale. The sample consisted of 400 undergraduate students from Delhi/NCR. The results of EFA showed that the scale has 4-factors making it a 12 item scale. For tool validation a new set of sample with 400 undergraduate students from Delhi/NCR was considered. The results reveled adequate convergent validity and discriminant validity. Based on the findings, it was concluded that the scale was a statistically sound measure.