Research Summary: Measuring Time-Horizon Engagement Effectiveness: Persistence, Recency, and Re-Emergence

Research introduces the Time-Horizon Engagement Effectiveness (TH-EE) framework, a new method for analyzing online attention. This framework moves beyond traditional metrics like cumulative volume or peak activity to provide a more nuanced understanding of engagement patterns, specifically distinguishing between persistence, recency, and re-emergence of online attention.

Why it matters

Understanding how engagement evolves over time is crucial for strategic resource allocation, content lifecycle management, and measuring the true impact of digital initiatives. This framework provides a more sophisticated analytical tool to assess sustained relevance, timely impact, and the potential for content revival, informing long-term digital strategy.

Key insights

• Traditional online attention metrics (cumulative volume, peak activity, averages) may obscure critical differences in engagement patterns.
• The TH-EE framework offers interpretable temporal profiles by analyzing persistence (sustained over time), recency (concentrated near present), and re-emergence (renewed after dormancy).
• These three properties are distinct and non-equivalent, providing a richer understanding of how content engages audiences over time.
• The framework's efficacy was evaluated using controlled engagement traces and a proof-of-concept application involving 1,850 YouTube videos across 37 topics.

Source

arXiv — Computers and Society — https://arxiv.org/abs/2609.14474