Dr. Kamila Słupińska
University of Szczecin, Szczecin, Poland
Email: [email protected]
DOI: 10.23918/ICABEP2022p10
Abstract
Social media are communication channels which are no longer a barrier for any age group or gender. Each generation finds its place in social media and chooses the functionalities that suit it. Important is to get to know the possibilities which are offered by different social media channels in the field of obtaining information and distinguishing how active certain age groups and gender are in the acquisition of information. This knowledge can determine the direction of actions that can be taken by various entities actively operating in social media. The author of the article set up a goal to research relationships between sex or age and actions taken such as participation in competitions, commenting on corporate promotional materials, participation in research, making purchases by social media, etc. The following research hypotheses were adopted: H1: The indicated activities are much more often undertaken by younger people. H2: Gender does not determine the level of activity undertaken in social media. The study was conducted by the CAWI method on a representative sample of n=1012 adult Polish residents aged between 25 and 60 years. The sample was controlled in terms of socio-demographic variables, including gender and age. In order to increase the accuracy of the quantitative data analysis, the occurrence of the statistical significance level of the dependence between the variables was examined. For this purpose, it was used among others: the Kruskal-Wallis test, Mann-Whitney U test, Chi-squared test and Spearman’s correlation coefficient (depending on the analyzed question). The result of Spearman’s correlation coefficient indicated the presence of a statistically significant (p<0.05) relation between the variables. With the age of the respondents, the frequency of taking the indicated actions decreased. In the case of gender, the Chi-Square test results proved the occurrence and non-occurrence of a statistically significant (p <0.05) relation between the variables. The results depended on the given form of activity.
Keywords: Respondent’s age, gender, activities in social media
ICABEP2022
4th International Conference on Accounting, Business, Economics and Politics
Organized by
Tishk International University, College of Administration and Economics, Salahaddin University-Erbil, and
University of Szczecin, Poland.
