The Role of Gender in Syrian Consumers' Beliefs about and Attitudes towards Online Advertising

Mahmoud, Ali Bassam
April 2012
European Journal of Economics, Finance & Administrative Sciences;Apr2012, Issue 47, p90
Academic Journal
Gender is considered one of the top segmentation factors that the targeting of the advertising message is based on. Consumers' beliefs about and attitudes towards advertising is considered as an indicator to advertising effectiveness. Previous research has suggested that gender influences both beliefs about and attitudes towards online advertising. These influences, however, need to be investigated within the Syrian context, as relationships among those variable could vary over different cultures. This research aims at investigating the differences between males and females in their beliefs about and attitudes towards online advertising. That is, a survey resulted in (432) valid questionnaires, had been conducted in Damascus in Syria. The findings indicate that males have more positive beliefs about online advertising. Those beliefs are "Information", "Entertainment", "The Social Role", "Falsity", and "Value Corruption". Moreover, males are found to hold more positive attitudes towards online advertising than females do.


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