Analýza postojů uživatelů vybrané sociální sítě

Abstract

The bachelor thesis concerns with analyzing the attitudes of social network users, specifically, Instagram users. Instagram, is becoming widely popular social network on which mostly younger people spend a significant amount of time. The thesis is divided into several parts. First part characterizes the environment of chosen social media network, including information about users of internet and social media around the world as well as in the Czech Republic. In the second part, thesis is focused on theoretical basis of the attitude analysis. For data collection, which is described in part about research methodology, the online query method was elected. The questionnare was composed of 17 questions and was filled in by 323 valid respondents. Collected data was processed in the IBM SPSS Statistics program. Based on the results of the questionnaire, attitudes of users were identified and used as basis for the following typological composition of those users. Last part of the thesis is devoted to individual segments of users who were, according to the suggested typology, divided into five groups. These groups are formed by active users, searched users, observers, information collectors and users sensitive to the sponsored content.