Best prices Special offers for members of the PWE book club The cheapest delivery
Mgr Katarzyna Raca
ORCID: 0000-0003-0336-3598

Scientific and research employee of the Department of Statistics, Faculty of Management, University of Gdańsk. Co-author of scientific works using statistical methods to analyse text data found on social networking sites. As part of his doctoral thesis, she conducts research on the identification of distorted information (commonly called fake news) on the Internet.

DOI: 10.33226/1231-7853.2024.4.1
JEL: C55

User posts on social media platforms are a valuable source of marketing information, successfully used by many companies around the world. One of the key pieces of information is the age of the post authors. Entrepreneurs with this information can learn about the interests of individual generational groups and adjust their product offer, distribution channels or marketing activities to a specific audience. On the other hand, public institutions, central and local authorities can get to know the opinions and emotions caused by the decisions, changes or reforms introduced among representatives of various age groups. Authors of content posted on social networks often do not specify their date of birth, which significantly limits the possibility of their use. Linguistic research shows that representatives of different age of groups use different vocabulary and grammatical forms. The are also differentiated by graphic sings commonly used in statements on social networking sites, such as emoticons, emojis, pictograms and others. Graphic signs can only be a simple supplement or emphasize the verbal part, but they can also give it a new meaning. They can also stand alone as a whole statement. The aim of the presented research is to try to assess which type of message, verbal or non-verbal, is more common in Twitter messages and whether both types of message are compatible.

Keywords: X (Twitter); emoji; digital communication; verbal and nonverbal communication