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Gender Differences in the Perception of Selected Aspectsof Social Media as Part of Ecommerce Activities during a Pandemic

Author

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  • Richard Fedorko

    (University of Pre�ov, Faculty of Management, Pre�ov, Slovakia, Kon�tant�nova 16, 08001 Author-2-Name: Ludov�t Nasti�in Author-2-Workplace-Name: University of Pre�ov, Faculty of Management, Pre�ov, Slovakia, Kon�tant�nova 16, 08001 Author-3-Name: Radovan Bac�k Author-3-Workplace-Name: University of Pre�ov, Faculty of Management, Pre�ov, Slovakia, Kon�tant�nova 16, 08001 Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

" Objective - In the current time of pandemic crisis, social media is one of the most effective tools for ecommerce to keep in touch with customers. One of the most affected segments worldwide is undoubtedly the tourist segment. Our goal was to examine the perception of selected aspects of social media in the light of gender differences during a pandemic in the tourist segment, when these can convince or discourage the customer to buy. Methodology/Technique - Data collection took place from the beginning of 2021 and lasted 3 months. It was an online questionnaire and focused on customers of travel agencies. A total of 723 valid responses were collected. These were analyzed for statistical significance of gender differences using SPSS software. Findings - The results identified significant differences in perceptions between men and women in some of the areas examined. The best forms of content that work best on these platforms have been identified. Attitudes towards communication through social media for marketing purposes were also identified. These were perceived positively in order to support purchasing decisions. We also identified a great need for personalization in communication via social media in a given tourist segment. Novelty - All findings show great implication potential for both theory and practice. The pandemic situation has changed market conditions and many of these changes will persist beyond. There is therefore a need to examine these contexts in the future. Managers in the tourism segment are able to incorporate the identified results into the way they manage their online activities and manage their social media. Type of Paper - Empirical"

Suggested Citation

  • Richard Fedorko, 2021. "Gender Differences in the Perception of Selected Aspectsof Social Media as Part of Ecommerce Activities during a Pandemic," GATR Journals jmmr286, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr286
    DOI: https://doi.org/10.35609/jmmr.2021.6.4(5)
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    References listed on IDEAS

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    1. Pantano, Eleonora & Priporas, Constantinos-Vasilios & Stylos, Nikolaos, 2017. "‘You will like it!’ using open data to predict tourists' response to a tourist attraction," Tourism Management, Elsevier, vol. 60(C), pages 430-438.
    2. Költringer, Clemens & Dickinger, Astrid, 2015. "Analyzing destination branding and image from online sources: A web content mining approach," Journal of Business Research, Elsevier, vol. 68(9), pages 1836-1843.
    3. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
    4. Frantisek Pollak & Nella Svetozarovova & Bozka Malinak, 2018. "Multifactor analysis of online reputation as a tool for enhancing competitiveness of selected tourism entities," Global Business and Economics Review, Inderscience Enterprises Ltd, vol. 20(2), pages 231-247.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Social Media; Ecommerce; Tourism; Pandemic; Differences; Analysis.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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