Gender and Internet Advertising

Topics: Internet, Marketing, Advertising Pages: 83 (27204 words) Published: June 17, 2012
To the Graduate Council: I am submitting herewith a dissertation written by Carolynn Anne McMahan entitled “Gender and Internet Advertising: Differences in the Ways Males and Females Engage with and Perceive Internet Advertising.” I have examined the final electronic copy of this dissertation for form and content and recommend that it be accepted in partial fulfillment of the requirements for the degree of Doctor of Philosophy, with a major in Communication and Information.

Roxanne Hovland________
Major Professor

We have read this dissertation

and recommend its acceptance: Ronald E. Taylor____________________ Sally J. McMillan__________________ Detelin Elenkov___________________

Accepted for the Council: Anne Mayhew___________ Vice Chancellor and Dean of Graduate Studies

(Original signatures are on file with official student records.)

Gender and Internet Advertising: Differences in the Ways Males and Females Engage with and Perceive Internet Advertising

A Dissertation Presented for the Doctor of Philosophy Degree The University of Tennessee, Knoxville

Carolynn Anne McMahan December 2005

Abstract This paper discusses an examination of the differences in the ways males’ and females’ engage with and perceive Internet advertising. Specifically, commercial Web sites were analyzed to better understand the role of gender within online consumer behavior, its effect on interactivity and advertising effectiveness and the implications for online marketing communications. Gender differences in Internet advertising are first explored by analyzing gender in relation to interactivity. This exploration will be based upon dimensions of consumers’ online behavior, referred to as user processes, and consumers’ beliefs about the interactive communication environment, or user perceptions, in relation to three types of features, which are human-to-human, human-to-computer and human-to-content (McMillan, 2002). Further, gender differences in advertising effectiveness are examined by analyzing attitudes towards the site, attitudes towards the brand and purchase intention. Past research in exploring gender differences online is limited, especially for corporate Web sites, and research exploring gender and its influence on interactivity is almost non-existent. This study examines gender differences in Internet advertising by conducting both computer observation with screen capturing software and by administering a survey. The users examined are traditional college age students, 18-23, which fall into the category of Generation Y, a group of consumers, which are online in great numbers, have considerable spending power and are classified as “computer savvy” (Pew Internet and American Life Project, 2005).


TABLE OF CONTENTS Chapter I. INTRODUCTION Problem Background and Importance Purpose of the Study Organization of Study Page 1 2 6 7


LITERATURE REVIEW Early Gender Gap in Internet Use Gender Differences Online Gender and Internet Advertising Gender Differences and Consumer Behavior Definition and Dimensions of Internet Advertising Growth of Internet Advertising Types of Internet Advertising Interactivity Marketing Implications of Interactivity Internet Advertising Processing and Effectiveness Theories of Advertising Processing Consumer Analysis Theoretical Background: Uses and Gratifications

9 9 13 15 17 21 25 27 30 45 47 49 56 59



METHODOLOGY Research Questions Research Design Sampling Design Procedures Pretest

69 69 78 80 81 84


ANALYSIS AND RESULTS Sample Characteristics Reliability Scale Reliability Procedures Analysis Tests Analysis of Research Question One Analysis of Research Question Two Analysis of Research Question Three Analysis of Research Question Four

87 87 87 89 90 91 106 112 117


DISCUSSION AND CONCLUSIONS Summary of Findings Conclusions

121 122 130



142 142

Future Research...

References: 2
Further, research indicates that marketers are not taking full advantage of effectively segmenting and analyzing the Web population (Palanisamy, 2005)
Purpose of the Study Gender differences have not been fully explored in the research on Internet advertising (Dittmar, Long and Meek, 2004; Rodgers and Harris, 2003: Jackson et al, 2001)
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