An exploration of gender differences in the use of social networking sites and recommendation for online advertising: The case of Facebook
Nguyen Cao Lien Phuoc, Ngoc Ha/ MICA 2018 Proceedings
International Conference on Marketing in the Connected Age (MICA-2018), October 6th, 2018
Danang City, Vietnam
An Exploration of Gender Differences in the Use of Social
Networking Sites and Recommendation for Online Advertising:
The Case of Facebook.
Nguyen Cao Lien Phuoca*, Ngoc Haa
aUniversity of Economics – The University of Danang, 71 Ngu Hanh Son Street, Danang City, Vietnam
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. Based 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.
1. Introduction
A lot of studies reported about various reasons for social network sites usage, among them are, to update their
knowledge on current issues, analysing and exchange of increasing information, sustaining social contacts and
relationships and facilitating delivery of academic activities. These, therefore are some of the reasons why social
network sites are gaining popularity quickly although the initial idea was sharing photos, personal information,
videos, profiles and related content (Ajjan & Hartshorne, 2008).
A study on the gender of users of social networking sites appears to have some impact on the online information
behaviour. Globally, male students tend to use internet sources more frequently than females (Li and Kirkup, 2007).
In a similar study by Madden and Zickuhr (2011; Nadkarni and Hofmann, 2012) concerning media use, social
networking sites emerge to be used by female rather than male students.
It is important to explore individuals’ social network usage purposes, usage areas and outcomes to found what
motivates them to adopt social networks so rapidly and to use so actively. Various researchers have studied users’
purposes in using social networks. According to Joinson (2008), people use social networks to keep in touch with
old friends, find the lost contacts, communicate with the like-minded people, join groups with shared interests,
organize or join events, view and tag photos, share/ post photographs, play games, update one's own status, see
others' status. He also grouped these uses under seven categories which were to keep in touch, passive contact,
social surveillance, reacquiring lost contacts, communication, photographs, designing related uses, perpetual
contacts and making new contacts. Stutzman (2006) stated that social networks can be used for passing time,
learning about other people, maintaining social relations, following changes at the university, class or school
* Corresponding author. E-mail address: phuocncl@due.edu.vn
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Nguyen Cao Lien Phuoc, Ngoc Ha/ MICA 2018 Proceedings
enrolled.
In the context of electronic of activities, social networks increasingly affect the activities of people, especially
business. Facebook advertising is of particular interest to entrepreneurs (especially small businesses). Criteria for
running multiple ads based on demographic and geographic variables. But - when was we use the gender? This
research aims to identify the differences between men and women in the usage and activities of SNSs, and then
there are some suggestions for gender variables when running ads on Facebook.
2. Litterature review
Social Network site (SNS), Facebook
Social networks are defined as a body of applications that augment group interaction and shared spaces for
collaboration, social connections, and aggregates information exchanges in a web-based environment (BarlettBrag,
2006). Facebook, Myspace, Youtube, Flickr, and Linkedn are the most commonly known social network sites
containing similar as well as different features. Facebook is handled among other social networks in this study
because of being the most popular and most heavily visited social network website (eBizMBA, 2010). Facebook
provides an opportunity to users, to create personalized profiles that include general information like education
background, work background, and favorite interests and also to add links and song clips of their favorite bands,
post messages on friends' pages, and post and tag pictures and videos, among other things (Zywica &Danowski,
2008).
Facebook is one of the most popular social networking sites which provides users with a platform to create
personal profile pages add friends and send messages. Since the company was founded in February 2004 by Mark
Zuckerberg, it has become the top ranked social networking site (Kazeniac, 2009; Wikipedia 2010).
Usage purpose
A lot of studies reported about various reasons for social network sites usage, among them are, to update their
knowledge on current issues, analyzing and exchange of increasing information, sustaining social contacts and
relationships and facilitating delivery of academic activities. These, therefore are some of the reasons why social
network sites are gaining popularity quickly although the initial idea was sharing photos, personal information,
videos, profiles and related content (Ajjan & Hartshorne, 2008).
People use social network sites for a variety of reasons among which ease of use, allowing rapid updating,
analyzing and sharing the continuously increasing information, reflecting on daily life, establishing and maintaining
spontaneous social contacts and relationships, supporting informal learning practices with interaction and
communication and facilitating delivery of education are the leading ones. Thus, these reasons explain why social
network sites are adopted rapidly although they first had emerged with the purpose of sharing photos, personal
information, videos, profiles and related content (Mejias, 2005; Ajjan & Hartshorne, 2008).
Purpose of Using SNSs by Gender
A study carried out by Bonds-Raacke and Raacke (2008) indicated that although females and males are both
likely to have SNS accounts, the purposes for creating the accounts may vary based on gender. For females, social
networking sites are primarily to reinforce pre-existing friendships; for males, the networks also offer a way for
sexual activities and making new friends (Bonds-Raacke & Raacke, 2008).
Giles and Price (2008) revealed that females use social media for chatting and downloading music. Rafferty
(2009) opined that the primary purposes female use social networks platform are to post pictures of themselves and
also to discuss sex issues on these public fora. Merten and Williams (2009), reported that females are more likely to
share their personal information on SNSs which is a public platform than their male counterparts. Merten and
Williams (2009) emphasized that about 55% of females shared their private issues such as depression, anxiety, and
relationship problems on SNSs, while 15% of males shared any personal information besides their hobbies,
interests, and friendships. According to Boneva et al., (2001) sending and receiving emails with friends and family
was one of the dominant online activities for females, while males tended to spend more time on reading online
news, engaging in task-oriented work, or visiting websites of governmental departments.
Accoding to Guzin and Dr Jasemin (2011), the usage purposes of social networks with a focus on the differences
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Nguyen Cao Lien Phuoc, Ngoc Ha/ MICA 2018 Proceedings
between females and males. The explanatory factor analysis was carried out and individuals’ Facebook usage
purposes were categorized under four categories; ‘maintaining existing relationships’, ‘making new relationships’,
‘academic usage’ and ‘following agenda’. To match the research on the common respondent, ‘academic usage’
dimension in this research is modified into activities associated with the occupation of the respondent (Career
usage). So, 2 items are modified into “I use Facebook to share my job” and “I use Facebook to support my job”.
Facebook advertising.
Facebook advertising is an effective and efficient way of advertising for many businesses. If your customers use
Facebook then it’s probably worth a look. Facebook allows you to select your target audience. Choose who you
want to see your ad. Options include Country, City, Age, Gender and interests. It is important not to overdo it with
selecting audience demographics.
On the fast growth of Facebook, Moriarty et al assert that by 2007, the smaller but still phenomenally popular
Facebook had created a community of 24 million members, comprising mainly college buddies who share photos,
favorite music, and personal stories. Considering the ever changing and competitive field of advertising and
marketing, advertisers and marketers are seeking new and easy ways to reach their target consumers. Waters (2007)
also notes that use of Facebook as a platform of advertising is growing and more business organizations are
integrating it into their advertising programmes while Saxena (2010) sees it as a big time monetizing platform for
online advertisers; more so, Church S. Akpan, Nduka N. Nwankpa (2015). , points out that Facebook has been very
instrumental to the success of several brand campaigns.
3. Methodology
Online survey was used as a data gathering instrument. Statistical Package for Social Scientists (SPSS) was used
to analyse the collected data. . The questionnaire was in two sections. Section a gathered information on the
frequency of visiting of SNS. Section B found out the purpose of using social networking sites (SNS) while Section
C contained demographic data of respondents. The sampling design was based on the combination of convenience
sampling method. The survey was distributed people online in Facebook. The second section of survey consisted of
11 items whose responses varied from 1 (Strongly disagree) to 5 (Strongly Agree) in form of a five point Likert type
scale. The data are gathered in Vietnam from middle of April to the middle of May in 2018. Out of the total number
of 265 copies of questionnaire distributed 265 were retrieved representing 100% response rate which was very much
representative of the sample.
In this research, the data analysis use SPSS20.0 software is a major tool to analysis the collected data. The
following data analysis techniques are detailed discuss as follows: Descriptive Statistic Analysis, Reliability and
Explore factor Analysis, One-way Analysis of Variance (ANOVA). (Hair 1998, Pallant 2001)
Four Dimension (11 items) in this research adapt from Guzin and Dr Jasemin (2011). To match the research
on the common respondent, ‘academic usage’ dimension in this research is modified into activities associated with
the occupation of the respondent (Career usage). So, 2 items are modified into “I use Facebook to share my job” and
“I use Facebook to support my job”. Reliability Analysis and The Cronbach’s alpha value of this 11- item scale was
found to be (table3). One way ANOVA Test to explore the differences in the use of SNSs.
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Nguyen Cao Lien Phuoc, Ngoc Ha/ MICA 2018 Proceedings
Demographic
N= 265
Gender
Frequency
117
Percent
44.2
Time for using Facebook
Frequency Percent
Male
Female
Student
148
97
55.8
36.6
Below 1 Year
From 1 to 3 Year
From 3 to 5 Year
Under 5 year
Total
6
9
2.3
3.4
Free
Occupatio
n
18
6.8
Career
Employee
Unemploy
ee
Other
18-25
103
3
38.9
1.1
80
30.2
64.2
100
44
16.6
48.3
170
265
128
Age
26-35
36-45
>45
87
44
6
32.8
16.6
2.3
Table 2: Frequency distribution of Time for using Facebook
Table 1: Frequency distribution of genders, occupation, age.
Respondents are consisted of 265 Facebook users (from 10/06/2018-28/06/2018) who responded to the online
survey accurately. The result of table 1 has showed that most of the participants were 18 to 25 ages (48.3%) and
were Employee (38.9%) and university students (36.66%). As can be seen i n Table 1, male is 117 respondents
(44.2%) and female is 148 respondents (55.8%). Table 2 indicates that out of 170 respondents (64.2%) use social
networking sites more than 5 years.
4. Findings
Dimension
1. MER
Item
Reliabilities analysis
Cronbach's Alpha:
0.677
Mean
MER 1. I use Facebook to find my old friends.
MER 2. I use Facebook to contact with my friends.
MER 3. I use Facebook to share information and
resources with my friends.
4.4453
3.5245
4.1132
Mean : 4.050
MER 4. I use Facebook to maintain
my relations by joining groups (class, school,
department and faculty).
MER 5. I use Facebook to follow changes and
improvements about my friends.
4.3509
3.8151
2. MNR
MNR 1. I use Facebook to make new friends.
MNR 2. I use Facebook to find out people with
common interests and to join groups with such
people.
Cronbach's Alpha:
0.678
Mean : 3.009
2.7925
3.2264
3. CU
4. FA
CU 1. I use Facebook to share my job.
CU 2. I use Facebook to support my job.
Cronbach's Alpha:
0.588
Mean : 3.828
Cronbach's Alpha:
0.666
4.1321
3.5245
FA 1. I use Facebook to follow the changes occurring
in our daily lives.
FA 2. I use Facebook to keep track of innovations on
the agenda.
4.2528
3.6000
Mean : 3.926
Table 3. Facebook Usage Purposes Items with Mean Scores
According to table 3, as a result of Reliabilities analysis, four factor namely: Maintaining Existing Relationship (MER),
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Nguyen Cao Lien Phuoc, Ngoc Ha/ MICA 2018 Proceedings
Making New Relationship (MNR), Career Usage (CU) and Following Agenda (FA) with 11 items have Cronbach's Alpha
value 0.677, 0.678, 0.588 and 0.666. This scale could be considered as a reliable data collection tool within the context of
the study.
Levene Statistic
df1
df2
263
Sig.
.457
.085
.060
.000
MER
MNR
BU
.555
2.980
3.576
1
1
1
1
263
263
263
Table 5: One way ANOVA
Table 6: Welch’s Test
FA
14.057
Table 4. Levene’s Test: Test of Homogeneity of Variances
The mean scores attained from the surveys were calculated to determine the purposes of Facebook users in
using it. As can be seen in Table 3, Item MER 1 (I use Facebook to find my old friends) was found to be the leading
purpose having the highest mean score (mean=4.4453). While MNR 1 (items about the ‘Make new friend” factor)
has the lowest means score.
To determine if Facebook usage purposes differs in terms of genders, One way ANOVA analysis was carried
on the total scores by factors. Based on Levene’s Test in Table 4, three factor MER, MNR, BU have p-value
insignificant, so that, we use the result in table 5: One way ANOVA of Facebook Usage Purposes in terms of
genders. FA factor has significant P-value, so that we use the result in Welch‘s Test (table 6).
As seen in Table 5, significant differences were found between males and females in their Facebook usage
purposes about Making New Relationship. According to these results, Male use Facebook for ‘Making New
Friend’, more than Females. To result also out the standardized difference between the two means, Male = 3.2051,
Female = 2.8547.
Table 5. One way ANOVA of Facebook Usage Purposes in terms of gender
Dimension
Gender
N
Mean
P-
Result
value
0.904
1. Maintaining Existing
Relationship (MER)
2. Making New Relationship
(MNR)
Male
Female
Male
Female
Male
Female
Male
117
148
117
148
117
148
117
148
4.0444
4.0541
3.2051
2.8547
3.8846
3.7838
3.9573
3.9020
insignificant differences
significant differences
insignificant differences
x
0.010
0.435
0.646
3. Career Usage (CU)
4. Following Agenda (FA)
Female
Table 6. Welch’s Test: Robust Tests of Equality of Means
Statistica
df1
df2
Sig.
MER Welch
MNR Welch
.014
6.958
.629
1
1
1
1
242.930
258.911
260.111
215.784
.905
.009
.428
.655
PU
FA
Welch
Welch
.200
Insignificant
differences
a. Asymptotically F distributed.
Accoding to table 6, P-value of FA factor is more than 0.05, insignificant differences between Male and
Female in “following agenda” in usage of Facebook.
5. Discussion and recommendation
According to S. Güzin MAZMAN (2011), this research inherits four factors that determine the user's purpose of
using Facebook: ‘maintaining existing relationships’, ‘making new relationships’, ‘academic usage’ and ‘following
agenda’. “Academic usage” is adjusted to "Career Usage (CU)” to suit popular users. S. Güzin MAZMAN. (2011)
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Nguyen Cao Lien Phuoc, Ngoc Ha/ MICA 2018 Proceedings
found that males use social networks mostly for making new friends and relationships while females use it mostly
for finding their old friends and keeping in touch with the existing ones. The reasons for this finding could be
explained by the possibility that females tend to hide their identities and personal information to keep their privacy
in Internet environment (S. Güzin MAZMAN. (2011). This research result totally agree with S.Güzin MAZMAN.
(2011), Vietnamese women seem to use facebook to interact with their friends (M=4.0541), share information,
photos, videos and use facebook for career-related activities (M=3.7838) rather than using facebook to make new
friends. In contrast, men tend to join hobby groups (gaming, sports...), make new friends than Female. (M =
3.2051). With those results, when running Facebook ads, we should select men's variable to reach this target
group and approach hobby groups in SNSs. Some man hobby Group categorized: Gym man group, Motorock,
Ghita club, Football, Man Sport, game club…
Furthermore, this study also found that people most generally use Facebook for maintaining existing
relationships (M=4.05090). As Facebook gives users an opportunity to communicate with their friends via messages
or chat and also, to track their friends’ status messages, walls and other profile changes, people tend to benefit from
these facilities of Facebook. (S. Güzin MAZMAN. (2011). As people in Facebook, share news from newspapers,
TV or magazines and also announce advertisement of innovations, new products or event notifications related to
concerts, films, theaters, sport activities etc. One more time, ‘following agenda’ factor was support by this study
result.
The most findings of this study do not support (S. Güzin MAZMAN. (2011) study on females and males in terms
of their usage’s purpose like: maintaining existing relationships, career usage and following agenda. Based on this
study results, Vietnamese people agree that they use Facebook to maintaining Existing relationships, career usage
and following agenda but it has insignificant differences between male and female. With this result, when using a
facebook advertising tools, the marketer should be prompt in the use of the Gender to reach target customers.
Today, social networks have millions of users whose numbers increase rapidly, promotional tools through the
SNSs are also focused. However, reaching the target audience effectively, the marketers need to select the subtle
criteria to run ads. Gender is one of the criteria that the marketers consider when running the ad. Therefore, in this
topic, the author wishes to explore the differences between men and women in the behavior and purpose of using
Facebook. With 256 limited samples, the topic is only identifiable in terms of genders, only in ‘making new
relationships’ factor, males found to having higher scores than females. In ‘maintaining existing relationships’,
‘making new relationships’, ‘academic usage’ and ‘following agenda’ factors, man and female have Insignificant
differences. Hence, future research should investigate the reasons in larger samples.
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