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Experiential Marketing and Internet: Assessing the Role of Gender

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  • Sana
  • Mohd. Khalid Azam

Abstract

Gender has always been a favourite topic of researchers to dig down. Considerable research works have focused the role of gender in the domain of consumer behaviour, but there is much more to explore in the area of experiential marketing as it is relatively a new concept in this field. The article discusses an examination of the differences in the ways men and women perceive sense, feel, think, act and relate experiences while using social networking sites (SNS), such as Facebook, Twitter and Instagram. Purpose of the study is to examine the gender differences within the context of five experiences of experiential marketing. Through convenience sampling, 250 set of questionnaires were distributed to the university students, out of which 226 were found usable. T -test was applied for the analysis of data using SPSS software version 21. Shopping habits of women are considered to be highly influenced by social media. But results of the study indicate that men relate the experience provided by the sites with them more than the women do. Marketers can use the findings in tailoring their sites to enhance the customer experience.

Suggested Citation

  • Sana & Mohd. Khalid Azam, 2018. "Experiential Marketing and Internet: Assessing the Role of Gender," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 43(3), pages 169-174, August.
    • Handle: RePEc:sae:manlab:v:43:y:2018:i:3:p:169-174
    DOI: 10.1177/0258042X18759851
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    References listed on IDEAS

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    1. Richard, Marie-Odile & Chebat, Jean-Charles & Yang, Zhiyong & Putrevu, Sanjay, 2010. "A proposed model of online consumer behavior: Assessing the role of gender," Journal of Business Research, Elsevier, vol. 63(9-10), pages 926-934, September.
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    3. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    4. Garbarino, Ellen & Strahilevitz, Michal, 2004. "Gender differences in the perceived risk of buying online and the effects of receiving a site recommendation," Journal of Business Research, Elsevier, vol. 57(7), pages 768-775, July.
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