Abstract:

The main aim of this article is indicate the role and significance of the activity of Internet users on social media in shaping the image of cinemas. The first part discusses the concept, components and stages of shaping the image of cinemas. Attention is also paid to the special role of social media users in the process of image formation. The second part presents research hypotheses, methodology, research results and conclusions. The article presents the results of a survey that was conducted in 2018 on a group of 977 clients of cinemas, who at the same time regularly used social media. The analyses employ a combination of exploration and confirmatory statistics. Research results presented in the article prove that the online activity of social media users stimulates the image of the cinema. Statistically, significant relationships were observed, in particular as for image components such as awareness/association with the cinema and the relationship related to the perception of the quality of the cinema offer.