RESEARCH ON DETERMINANTS OF USER INTEREST IN IT CONTENT ON SOCIAL NETWORKS
RESEARCH ON DETERMINANTS OF USER INTEREST IN IT CONTENT ON SOCIAL NETWORKS

Summary/Abstract: The main purpose of this work is reflected in the attempt to identify the factors that play a role in the level of interest of users in IT content on social networks. The user's interest in IT content can be influenced by the choice of social network through which the message is placed and the brand is positioned, as well as formed attitudes about technology within the target group. The research was conducted on a sample of 400 respondents and proved 2 set hypotheses: H1 - Interest in content from the IT industry depends on the choice of network on which the most time is spent, and H2 - Attitude about the contribution of IT to other industries and the development of humanity, and preferences regarding instant content, to a certain extent determine respondents' interest in content from the IT industry. The paper quantitatively analyzes these factors in order to determine to what extent the use of different platforms and attitudes about the role of technology in society contribute to the formation of interest in monitoring IT content. The obtained results enable a more precise segmentation of the audience according to psychographic and behavioral characteristics and the identification of groups with a high or potentially high level of interest. The results also indicate clear patterns of behavior that can improve the understanding of digital marketing and the targeted creation of IT content. At the end of the paper, research limitations and guidelines for future research are stated.

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