The impact of gender when engaging with social media content on online gaming accounts

Abstract

This study investigates the effect of gender on interaction with social media material, notably advertisements, in the context of online gaming pages. This study intends to give insights into consumer behaviour and advertising efficacy by investigating how genders interact with social media platforms and the various material they consume. Key study concerns include which demographic groups are most engaged with online gaming, the significance of social media as an advertising channel, and the impact of gender on engagement levels. The study uses a quantitative approach, including a qualitative pilot study and the main quantitative survey to identify engagement behaviours for online gaming companies to interact with target audiences and build long-term connections. It also investigates how gender and age influence engagement behaviour. The findings show considerable gender variations in interaction patterns, which have implications for optimising social media tactics in the online gaming sector. This study adds to the increasing body of knowledge in digital marketing and gender studies, providing insight for marketers and game creators.