Vartotojų komunikacijos percepcija: socialinis feisbuko tinklas

LTVartotojų komunikacijos procesas socialiniame feisbuko tinkle gali būti apibūdinamas kaip socialinė percepcija (socialinis suvokimas, pažinimas), esant abipusiam ryšiui, kai tiek siuntėjas, tiek ir gavėjas atlieka vienas kito vaidmenis – keičiasi informacija. Vartotojų komunikacija feisbuke daro socialinę įtaką: bendraujant su kitais veikiamas elgesys, kuris pagrįstas orientaciniais modeliais. Lietuvoje feisbukas yra populiariausias socialinis tinklas, kurį renkasi 97 proc. socialinių tinklų vartotojų. Vartotojų komunikacijos feisbuko socialiniame tinkle percepcija gali būti įvairių formų, jos priklauso nuo gaunamos ir naudojamos informacijos interpretavimo, įprasminimo, vartotojo asmenybės, asmeninio požiūrio ir informacinių poreikių. Socialinis feisbuko tinklas vartotojams yra reikšminga socialinio bendravimo priemonė ir svarbus informacijos šaltinis bei pramogų paieškos erdvė. Jo vartotojų asmeniniai informaciniai poreikiai, individualūs komunikaciniai tikslai ir orientaciniai modeliai lemia komunikacijos percepciją. Jeigu vartotojų informaciniai poreikiai susiję su neigiamo pobūdžio informacija, jie labiau linkę į neigiamas emocijas ir jų percepcija apie socialinį feisbuko tinklą taip pat turės neigiamą foną ir atvirkščiai. [Iš leidinio]Reikšminiai žodžiai: Feisbukas; Komunikacija; Percepcija; Socialiniai tinklai; Socialiniai tinklai: feisbukas, vartotojai; Vartotojai; Communication; Facebook; Perception; Social networks; Users.

ENThe communication process of users on the Facebook social network can be described as social perception (social perception, cognition), where mutual communication, i.e., exchange of information, takes place: both the sender and the recipient perform each other’s roles. In this process, each user has the goals of the communication process – to inform, convince, motivate or seek mutual understanding. Communication on the Facebook social network has a social impact on users – interacting with others has an impact on a particular behaviour based on an individual reference model – information insecurity, decision-making model, when information is categorized, information categories created, prioritized, goals set and ways to achieve them, adjusting behaviour according to your goals if necessary. Theoretical analysis revealed that the social network Facebook offers huge communication space that has its advantages: greater interaction with other users; access to and dissemination of information; communication opportunities with peers; social, emotional support; large amount of information on and access to topical topics. Facebook is the most popular social network in Lithuania, which use 97 percent of people. As a theoretical review of foreign authors has shown, consumer perception of the social networking Facebook has various forms that depend on the interpretation, information, perception, personal approach and needs of each user. The survey showed that the social network for Facebook users is a significant social communication tool and an important source of information and entertainment search space. The most relevant information for social network users is related to friends, other people, strangers, self-help and well-known people. For the Facebook users, it is important to keep in touch with the existing social networking friends and find new ones.Self-education and life of interesting, well-known people are also of utmost interest. Social network users choose themselves what social information can make influence on them. Facebook users (more than a quarter) who participated in the survey use it as an image-creation tool, but almost the same number of respondents noted that Facebook is not an image creation channel for them. It shows different information needs and communication goals of social network users. Facebook is a social communication platform that enables users to share information with friends, family, co-workers, and strangers. However, a large proportion of respondents in the survey share Facebook information without thinking about the purpose of information and are not concerned about what others think about the content of the information. Almost half of the respondents in the survey on the Facebook social network provide as much information as they think they need, depending on their communicative goals and information needs related to the social network. In other words, users have individual reference models for self-submission on the Facebook social network. Communication on the Facebook social network leads to both positive and negative emotions. This can be related to the content of information (users choose it themselves), the information needs of users and the Facebook information space. The correlation of emotional relationships highlights the consumer’s personal information needs and perception of the purpose of the social network Facebook and the content of its information space, depending on the reference models. Respondents whose information needs relate to more negative information tend to have negative emotions, and their perception of Facebook also have a negative background, and vice versa. [From the publication]