Gender-Based Perceptions Of User Experience, Trust, And Risk In Social Media: Implications For Marketing Strategies In Hospitality Industry

Abstract

This research paper investigates gender-based differences in user perceptions related to social media platforms, focusing on perceived ease of use, trust in user-generated content, and perceived risk across various factors. Analysing data from 212 participants, we unveil significant insights into how gender influences user experiences in the digital landscape. The study reveals that females generally perceive social media platforms as more user-friendly, trustworthy, and valuable than males. They Favor platforms with higher engagement, better content quality, positive reviews, and strong brand awareness. In contrast, males tend to rate platforms as "Low" or "Very Low" in ease of use, particularly when lacking brand awareness. Furthermore, females express a higher level of trust in user-generated content and are more influenced by word-of-mouth recommendations. However, gender does not significantly impact perceived risk across factors like customer engagement, demographics, competitor analysis, and geographic location. Our research offers valuable suggestions for platform developers and marketers, emphasizing the need to enhance user-friendly features, address male user experiences, leverage brand awareness, and promote trust in user-generated content. By adopting these strategies, platforms can create a more inclusive and user-centric environment, improving overall user satisfaction and engagement. In conclusion, this study sheds light on the gender-based nuances in user perceptions of social media platforms, providing insights that can inform future platform design and marketing efforts. Understanding these differences is crucial for tailoring digital experiences to meet the diverse preferences of both male and female users.