Fenomén neviditelných uživatelů sociálních sítí a jejich vztah ke značce

Audy Martínek, Petra

Brand-lurking Phenomenon on Social Media Abstract The key measures to assess consumer-brand engagement on social media have mainly been visible interactions with media content, including 'likes', comments and shares. However, as research into consumers' online behaviour demonstrates, only a minority of users in fact participate 'visibly'. On social media, the vast majority of users are passive participants, so called 'lurkers'. This thesis explores consumers' publicly invisible behaviours on social media and introduces an original methodological approach to exploring the otherwise invisible behavioural patterns on social media, which builds on ethnographic principles and combines digital methods with qualitative methods. Drawing on a data set of 134 hours of screen recordings obtained through ad hoc tracking devices installed on PCs and smartphones of 15 young adults from seven European countries recruited from the "Generation Z" and 15 in- depth interviews conducted with the same participants, the study proposes the following contributions. First, the thesis illustrates a research protocol to explore consumers' lurking behaviours in relation to branded content as they occur within the young people's natural social media settings. Second, it introduces the concept of invisible engagement, defined as an...

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