Wzorce korzystania z mediów społecznościowych a zaangażowanie młodych konsumentów w komunikację marketingową przedsiębiorstwa – analiza zmian w latach 2013-2015
The relationship between young consumers’ patterns of social media usage and their willingness to participate in marketing communication - comparison between 2013 and 2015

Summary/Abstract: The purpose of this article is to compare the results of two studies of the relationship between young consumers’ patterns of social media usage and their willingness to participate in marketing communication, conducted in 2013 and 2015. In order to reveal aforementioned patterns, cluster analysis has been used, which made it possible to establish groups of participants with similar attitude towards different, possible activities one can undertake using social media. Subsequently, for each of those groups a different combination of factors that encourage to and discourage from involving in marketing communication processess has been identified. The comparison between 2013 and 2015 created an opportunity to evaluate possible changes in media users’ behaviour and shifts in their expectations.

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