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Gender Differences in the Effects of Social Media on Art Space Visits

In: New Perspectives and Paradigms in Applied Economics and Business

Author

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  • Hoang-An Pham

    (Sungkyunkwan Graduate School of Business)

Abstract

With the development of social networks in marketing and promotion activities in the tourism industry, research on target customers of each type of destination is essential. The research aimed to study how social media affects art space visits under the moderation of gender. Applied theory of planned behavior to analyze gender differences in the influence of social networks on 514 young adults in Vietnam, the findings indicated that personal attitudes influence men’s decisions to visit museums. In addition, factors such as household location, and the frequency of previous visits influence the visiting behavior of men and women differently.

Suggested Citation

  • Hoang-An Pham, 2025. "Gender Differences in the Effects of Social Media on Art Space Visits," Springer Proceedings in Business and Economics, in: William Gartner (ed.), New Perspectives and Paradigms in Applied Economics and Business, pages 637-648, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-77363-1_41
    DOI: 10.1007/978-3-031-77363-1_41
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