VIŠE “LAJKOVA” VIŠE PENJANJA: ISTRAŽIVANJE NAMERE PENJAČA DA KORISTE DRUŠTVENE MEDIJE ZA SAMOPROMOVISANJE
Sažetak
Nadovezujući se na Ajzenovu (1991; 2013) teoriju planiranog ponašanja (Theory of Planned Behavior -TPB), cilj ove studije je da istraži prediktore korišćenja društvenih medija među penjačima širom sveta. Fokusira se na faktore kao što su stav, subjektivna norma i namera, ispitujući njihov uticaj na samopromociju penjača na različitim platformama društvenih medija. Istraživanje je obuhvatilo aktivnosti koje se protežu od prirodnog okruženja do takmičarskog sportskog penjanja, naglašavajući razvojnu ulogu društvenih medija u ovim kontekstima. Korišćenjem korelacionog istraživačkog dizajna, studija je istraživala kako TPB varijable utiču na angažovanje penjača da se korišćenjem društvenih medija samopromovišu u okviru penjačke zajednice. Uzorak se sastoji od 142 penjača iz 21 zemlje koji su učestvovali u onlajn anketi, odabranoj svrsishodnim i pogodnim metodama uzorkovanja. Svi ispitanici su potvrdili da koriste platforme društvenih medija za samopromociju, pri čemu se Instagram pojavljuje kao primarni izbor. Ovo istraživanje doprinosi razumevanju preseka psiholoških faktora penjača i njihovog ponašanja na društvenim medijima, bacajući svetlo na to kako stavovi, društvene norme i namere oblikuju samoprezentaciju, na internet-mreži, u avanturističkim sportovima. Ispitujući ovu dinamiku, studija pruža uvid u to šta pokreće digitalne interakcije penjača i njihove implikacije na šire trendove u sportskoj komunikaciji i angažovanju zajednice. Štaviše, ova studija je otkrila da penjačice nameravaju da češće koriste društvene medije za samopromociju u poređenju sa penjačima.
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