Exploring Gender Differences in Beliefs and Attitudes towards Advertising on Social Networking Sites: An Empirical Evidence

Abstract

Gender is one of the top segmentation factors which facilitates marketers and advertisers for targeting potential customers through advertising messages—beliefs and attitudes towards advertising measure devices of advertising effectiveness. Various researchers have found that gender plays a significant role in shaping the opinions and views of the audience towards online advertising. Nevertheless, there is a scarcity of research on gender differences in beliefs and attitudes with regards to web-based media advertising. The present study aims to inquire about gender differences between males and females' belief factors and attitudes regarding web based media advertising. A survey was conducted in India to find how males and females had differentiated beliefs and attitudes concerning web based media advertising. The findings showed that males have more favorable beliefs and attitudes with regards to web based media  advertising  than females.