Social Media and the Reading Decisions of Generation Z

Joanna Sobura

doi:10.18290/rns2026.0008

Data publikacji : 2026-02-25

Nr Online First

Media społecznościowe a decyzje czytelnicze pokolenia Z

Joanna Sobura

https://orcid.org/0000-0002-0001-2939

DOI: https://doi.org/10.18290/rns2026.0008

Abstrakt

Celem artykułu jest określenie wpływu mediów społecznościowych na decyzje czytelnicze młodych czytelników z pokolenia Z, uwzględniając preferowane przez nich platformy i typy treści. W oparciu o przegląd literatury oraz badanie empiryczne przeprowadzone metodą CAWI wśród 105 przedstawicieli pokolenia Z, w niniejszym opracowaniu przeanalizowano wpływ rekomendacji twórców internetowych na tę grupę. Wyniki wskazują, że media społecznościowe są kluczowym źródłem informacji o książkach, porównywalnym z rodziną i przyjaciółmi. Krótkie, dynamiczne treści znacząco zwiększają świadomość i zainteresowanie książkami. Pomimo odnotowanego wpływu na decyzje czytelnicze, zaufanie do influencerów książkowych pozostaje umiarkowane.

Słowa kluczowe:

media społecznościowe, marketing w mediach społecznościowych, pokolenie Z, promocja książek, promocja czytelnictwa

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Bibliografia

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Zasady cytowania

Sobura, J. (2026). Media społecznościowe a decyzje czytelnicze pokolenia Z. Roczniki Nauk Społecznych, (Online First). https://doi.org/10.18290/rns2026.0008

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Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Użycie niekomercyjne – Bez utworów zależnych 4.0 Międzynarodowe.

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