Результаты исследований: Публикации в книгах, отчётах, сборниках, трудах конференций › статья в сборнике материалов конференции › научная › Рецензирование
INTERNATIONAL SOCIAL NETWORKS BAN INFLUENCE ON CONSUMERS' ATTITUDE TO RUSSIAN SOCIAL MEDIA:THE CASE OF ZENNIALS PERCEPTION OF VK. / Алканова, Ольга Николаевна; Илива, Мария Николаевна.
GSOM ECONOMY AND MANAGEMENT CONFERENCE 2023: Conference book. ред. / Ю.Е. Благов; А.Ю. Панибратов; В. Климачев; Е.В. Орлова; Т.А. Мартынова; М.О. Латуха; Д.Г. Кучеров; Е.В. Гиленко; Т.А. Гаврилова; К.А. Богатырева; Е.В. Соколова; А.А. Голубева; А.В. Бухвалов; Е.М. Рогова; А.Е. Иванов; Т.М. Куропаткина. СПб : Издательство Санкт-Петербургского университета, 2023. стр. 163-173.Результаты исследований: Публикации в книгах, отчётах, сборниках, трудах конференций › статья в сборнике материалов конференции › научная › Рецензирование
}
TY - GEN
T1 - INTERNATIONAL SOCIAL NETWORKS BAN INFLUENCE ON CONSUMERS' ATTITUDE TO RUSSIAN SOCIAL MEDIA:THE CASE OF ZENNIALS PERCEPTION OF VK
AU - Алканова, Ольга Николаевна
AU - Илива, Мария Николаевна
PY - 2023
Y1 - 2023
N2 - The main goal of the research is to identify how Zennials' emotional reaction to the international social networks ban in 2022 influences their attitude to Russian social networks (based on the case of VK). The study relies on generations theory, consumer behavior theory and prior research on social network users' behavior. The mixed-method research included in- depth interviews (Summer 2022) and a survey (Spring 2023). This research proves that there is a spill-over effect of emotional reaction to international social networks ban on remaining available social media platforms, VK particularly. Specifically, those who perceived VK as a valuable alternative to the blocked platforms had a more positive attitude towards VK, leading to a higher intensity of engagement and greater satisfaction with VK. The results emphasize the significance of attitude in shaping social media engagement and offer an understanding of the elements that impact user satisfaction with particular platforms.
AB - The main goal of the research is to identify how Zennials' emotional reaction to the international social networks ban in 2022 influences their attitude to Russian social networks (based on the case of VK). The study relies on generations theory, consumer behavior theory and prior research on social network users' behavior. The mixed-method research included in- depth interviews (Summer 2022) and a survey (Spring 2023). This research proves that there is a spill-over effect of emotional reaction to international social networks ban on remaining available social media platforms, VK particularly. Specifically, those who perceived VK as a valuable alternative to the blocked platforms had a more positive attitude towards VK, leading to a higher intensity of engagement and greater satisfaction with VK. The results emphasize the significance of attitude in shaping social media engagement and offer an understanding of the elements that impact user satisfaction with particular platforms.
M3 - Conference contribution
SP - 163
EP - 173
BT - GSOM ECONOMY AND MANAGEMENT CONFERENCE 2023
A2 - Благов, Ю.Е.
A2 - Панибратов, А.Ю.
A2 - Климачев, В.
A2 - Орлова, Е.В.
A2 - Мартынова, Т.А.
A2 - Латуха, М.О.
A2 - Кучеров, Д.Г.
A2 - Гиленко, Е.В.
A2 - Гаврилова, Т.А.
A2 - Богатырева, К.А.
A2 - Соколова, Е.В.
A2 - Голубева, А.А.
A2 - Бухвалов, А.В.
A2 - Рогова, Е.М.
A2 - Иванов, А.Е.
A2 - Куропаткина, Т.М.
PB - Издательство Санкт-Петербургского университета
CY - СПб
Y2 - 3 October 2023 through 7 October 2023
ER -
ID: 118313847