Gender Differences in Advertising Engagement Using the Case of Facebooks Ads

Abstract

In recent years, social media have transformed the worldwide web into a participatory community where both users and companies co-create, share and modify content. The importance and the attention that social media has gained is widely studied among the scientific community as their growth seems unstoppable. The raise of online advertising has made companies to design new marketing plans to adapt both their strategic and tactic operations to meet multichannel customers' needs. Since Social media marketing is a core part of any firms' marketing strategy, companies and organizations are starting to use Facebook Ads as a marketing tool. In spite of the extensive statistics the software provides, little research is done on the effectiveness of social marketing campaigns according to gender. Therefore, the purpose of the study is to try to aim this gap by analyzing several Facebook campaigns in the education sector to discover which gender group reacts best to advertising.