User Engagement in Sportswear Brand Content on Social Media: a Non-Reactive Approach to Uses and Gratifications Theory

The topic of social media use, as well as the factors influencing user engagement, is an important topic and has been raised in a large number of studies. However, most of the works aimed at studying the influence of motives for using social networks have been conducted on the basis of reactive data, which forms the problem of this study, consisting in the application of non-reactive data within the study of motives for using social networks. The purpose of this study is to determine the presence and nature of the correlation between an individual's motivations for using the social media Vkontakte and the level of engagement on sportswear brands' pages. The study has two methods: the first is the downloading information about users from the social media Vkontakte, clustering them and comparing this data with the engagement of users on the pages of sportswear brands; the second is a survey aimed at testing the results of the first method.