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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

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. Based on research results, the study suggests choosing gender variables in running Facebook Advertising. |