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 An Exploration of Gender differences in the use of social Networking sites and Recommendation for online advertising – The case of Facebook.
Tác giả hoặc Nhóm tác giả: Nguyễn Cao Liên Phước
Nơi đăng: International Conference on Marketing in the Connected Age (MICA-2018), October 6th, 2018 Danang City, Vietnam; Số: 12345;Từ->đến trang: 12345;Năm: 2018
Lĩnh vực: Kinh tế; Loại: Bài báo khoa học; Thể loại: Quốc tế
TÓM TẮT
A B S T R A C T The purpose of this study is to explore individuals’ usage purposes of social networks sites (SNSs) with a focus on the possible differences between females and males. Online Survey was used for data gathering through Facebook. Out of a total number of 265 respondents distributed and The Statistical Package for Social Scientists (SPSS 20.0 version) was used in data analysis. By One way ANOVA test, The study revealed that insignificant differences were found between genders in three of the purposes mentioned: maintaining existing relationships, using for career purposes, following specific agenda. In addition, the study disclosed that Men and women are different in using Facebook to make new friends and join Facebook associations. Base on research results, the study suggests choosing gender variables in running Facebook Advertising. Keywords: Social Network site (SNS), Facebook, Gender differences, usage purposes, Facebook advertising.
ABSTRACT
A B S T R A C T The purpose of this study is to explore individuals’ usage purposes of social networks sites (SNSs) with a focus on the possible differences between females and males. Online Survey was used for data gathering through Facebook. Out of a total number of 265 respondents distributed and The Statistical Package for Social Scientists (SPSS 20.0 version) was used in data analysis. By One way ANOVA test, The study revealed that insignificant differences were found between genders in three of the purposes mentioned: maintaining existing relationships, using for career purposes, following specific agenda. In addition, the study disclosed that Men and women are different in using Facebook to make new friends and join Facebook associations. Base on research results, the study suggests choosing gender variables in running Facebook Advertising. Keywords: Social Network site (SNS), Facebook, Gender differences, usage purposes, Facebook advertising.
[ mica2018 - nguyen cao lien phuoc.doc ]
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