Main Article Content
Abstract
This will investigate gender differences in motivations to use social networking sites (SNS), a subset of social media. The advancements in the internet in recent years have made new systems available to business: social media such as online communities being a good example. The general availability of the internet has given individuals the opportunity to use social media, these include various social media sites such as Facebook, Twitter and LinkedIn, as well as photo and video sharing sites such as YouTube, Tumblr, Instagram, Flickr and Pinterest. Facebook is a popular SNS where people can search for other people and businesses, and keep friends updated with the latest pictures, videos, news and information. One of the reasons online social networks provide an important topic for research is that consumers’ media habits have been consistently shifting away from traditional mass media, such as television, towards the internet and notably social media. Hence, companies benefit from having their brands present on social media, including SNS, as it is where consumers spend more and more of their time. We get up-to-date information over the Internet which is accessible 24/7. In today’s technology driven world, social networking sites have become an avenue where retailers can extend their marketing campaigns to a wider range of consumers. The tools and approaches for communicating with customers have changed greatly with the emergence of social media; therefore, businesses must learn how to use Social Networking Sites (SNS). This study primarily focuses on how gender will be significant in perceiving social networking sites e advertisements over social networking sites as also their perceptions towards online purchases.