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ABSTRACT
To explore gender differences in Internet advertising, this study analyzes gender in relation to interactivity. Specifically, assessments of commercial Web sites help clarify the role of gender for online consumer behavior, its effect on interactivity and advertising effectiveness, and the implications for online marketing communications. This exploration relies on dimensions of consumers’ online behavior and consumers’ beliefs about the interactive communication environment in relation to three types of features: human-to-human, human-to-computer, and human-to-content. The investigation of gender differences in Internet advertising uses both computer observations with screen-capturing software and a survey. The study subjects are college-aged students, or Generation Y, a group of consumers who tend to go online in great numbers, have considerable spending power, and are computer savvy.
Additional information
Carolynn McMahan (Ph.D., University of Tennessee) is Assistant Professor of Advertising at the University of North Florida. Her research interests include online marketing and interactivity, cross-cultural gender portrayals, and international marketing and advertising. She has authored numerous journal articles and conference proceedings. E-mail: [email protected].
Roxanne Hovland is Professor of Advertising and Public Relations at the University of Tennessee. Her research interests include gender and diversity in advertising, advertising regulatory issues, and the relationship between advertising and consumer culture. She has authored and/or edited several books, along with numerous articles in journals and conference proceedings. E-mail: [email protected].
Sally J. McMillan is Professor of Advertising and Public Relations at the University of Tennessee. Her research focuses on exploring interactivity, definitions and history of new media, online research methods, health communication, and impacts of communication technology on organizations and society. She has published in leading journals and conducted research funded by agencies ranging from the National Cancer Institute to the American Academy of Advertising. E-mail: [email protected].
