THE ROLE OF BEHAVIORAL THEORIES IN THE PROCESS OF ANALYZING THE MOTIVES OF CYBERHATING IN PUBLIC SPACE
DOI:
https://doi.org/10.34132/pard2025.29.14Keywords:
cyber-hating, motivation, public space, generational theory, behavioral theories, sociological research, marketing research, cross-functional approach, cognitive marketing.Abstract
The purpose of this article is to analyze the emergence of cyber-hating motives within the context of behavioral theory evolution through a cross-functional lens. The authors have confirmed the hypothesis that cyber-hating emerges as part of cultural and behavioral patterns resulting from generational theory changes. A sociological study was conducted, focusing on the causes and motives for cyber-hating among a teenage audience. The study utilized a cross-functional approach to identify cyber-hating motives as a result of the interaction between the evolution of behavioral theories in marketing, cognitive psychology, social influence psychology, and generational theory. In preparing the article, sociological research methods were used, particularly survey-based questionnaires. Methods applied for analyzing sociological and marketing data included the Rosenberg Self-Esteem Scale (RSES), the Likert scale, and scales for measuring frequency and intensity of social media usage. The scientific novelty of the results lies in substantiating and proving the cross-functional interaction in the emergence of cyber-hating motives within the context of behavioral theory evolution. Specifically, it identifi es a new factor in the motivation for cyber-hating: the formation of behavioral patterns in cyberspace as a result of behavioral responses evolving with generational shifts. The practical significance of the research results lies in identifying specifi c behavioral motives among representatives of the new generation. The study’s practical outcomes illustrate the transformation across generations, their behavioral patterns, cultural perspectives, and values as a result of cross-functional interactions between influencing factors.
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