Реакція користувачів соцмереж на медіа-контент як соціальна дія

Abstract

Media posts spread throughout social networks due to their ability to call the readers to actions which is the sign of their influence. These actions can be studied in relation with other social actions taken by the same users offline: participation in mass protests, purchase of goods, downloading mobile applications, etc. The research has shown that not every share means the readiness for such offline actions. Most often this readiness is observed if media posts on a particular topic are shared through goal-rational actions and at the same time have a high influence on the audience.