Gender Differences in Motivations to Use Social Networking Sites

Publisher:
IGI Global
Publication Type:
Chapter
Citation:
Gender Considerations in Online Consumption Behavior and Internet Use, 2016, pp. 32 - 49
Issue Date:
2016
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This chapter investigates gender differences in motivations to use social networking sites (SNS), a subset of social media. The present research focuses on Facebook given its prominence among currently available SNS. Analysing a survey of university students in Australia, the results indicate that female consumers are more likely than male consumers to use Facebook to seek information (to research and learn new things and to discuss products and brands) and for convenience (to obtain things with little effort). Both of these reasons in turn relate positively to their degree of engagement on Facebook, where engagement is operationalized as cognitive absorption which is a state of deep involvement with an activity.
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