Antecedencje kształtujące aktywność użytkowników aparatów fotograficznych w mediach społecznościowych

W artykule poruszono rzadko omawianą w światowej literaturze zależność, czyli wpływ wybranych czynników na aktywność konsumentów w mediach społecznościowych (zwykle badana jest zależność odwrotna, czyli wpływ SM na zachowania konsumentów). Artykuł ma charakter empiryczny i został napisany na podstawie wyników badań własnych. Zasadniczym celem artykułu jest określenie istotności i siły wpływu trzech wybranych czynników, tj. statusu, źródeł wiedzy oraz lojalności wobec marki, na poziom aktywności użytkowników aparatów fotograficznych w mediach społecznościowych. W artykule zostały przedstawione wyniki badań ankietowych zrealizowanych w 2023 r. wśród 399 użytkowników aparatów fotograficznych, w podziale na dwie grupy: amatorów i profesjonalistów. W celu zbadania zależności wykorzystano analizę regresji logliniowej Poissona. Z przeprowadzonych analiz wynika, że profesjonalni fotografowie charakteryzują się wyższą od amatorów aktywnością w mediach społecznościowych. Ponadto dowiedziono, że wiedza na temat sprzętu fotograficznego, która pochodzi z Internetu, a zwłaszcza z mediów społecznościowych, nie jest istotnym czynnikiem stymulującym do wysokiej aktywności w tychże mediach. Z kolei lojalność wobec marki przekłada się na wysoką aktywność w mediach społecznościowych, ale tylko w grupie amatorów. Wnioski płynące z tych badań mogą być niezwykle przydatne dla przedsiębiorstw, które starają się nawiązać relacje ze swoimi klientami, zachęcając ich do większego zaangażowania w roli prosumentów, ambasadorów marki, opiniotwórców lub mikroinfluencerów.

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