Multivariate Testing Confirms the Effect of Age–Gender Congruence on Click-Through Rates from Online Social Network Digital Advertisements

Higgins, Sean F; Mulvenna, Maurice; Bond, Raymond; McCartan, Aodheen; Gallagher, Stephen; Quinn, Darren

doi:10.1089/cyber.2018.0197

Cited by 11 publications

(4 citation statements)

References 27 publications

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“…Using gender and gender stereotypes creates relatability, which helps establish a sense of connection to the product, translating into increased awareness and sales 34 . A study conducted by Higgins et al, (2018) concluded that advertising campaigns that used age and gender data were able to achieve statistically significant boosts in engagement by using gender-specific marketing strategies 35 . This suggests the use of gender in marketing is deliberate and can be used to entice a viewer based on their gender and is evidence of individualized, gender-specific, curated marketing.…”

Section: Gender Differences In Exposure To Various Marketing Techniquesmentioning

confidence: 99%

Adolescent exposure to food and beverage marketing on social media by gender: a pilot study

Amson

Pauzé

Remedios

et al. 2022

Public Health Nutr.

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Objective: The objective of this research was to determine if, based on gender, adolescents were exposed to different marketing techniques that promoted food and beverages over social media. Design: A secondary analysis of adolescent boy (n=26) and girl (n=36) exposures (n=139) to food and beverage marketing was conducted. Mann-Whitney U and Fisher exact tests were conducted to compare the number, healthfulness, and the marketing techniques of exposures viewed by boys and girls. Setting: Ottawa, Ontario, Canada Subjects: 62 adolescents aged 12-16 Results: Boys and girls were exposed to similar volumes of food marketing instances (median=2 for both boys and girls, Mann Whitney U=237, p=0.51) per 10-minute period of social media use. More girls viewed products that were excessive in total fat compared to boys (67% vs 35%, p=0.02). Boys were more likely to view instances of food marketing featuring a male as the dominant user (50% vs 22%, p=0.03), appeals to achievement (42% vs 17%, p=0.04), an influencer (42% vs 14%, p=0.02), and appeals to athleticism (35% vs 11%, p=0.03), whereas girls were more likely to view instances of food marketing featuring quizzes, surveys, or polls (25% versus 0%, p=0.01). Conclusions: Food and beverage companies utilize marketing techniques that differ based on gender. More research examining the relationship between digital food and beverage marketing and gender is required to inform the development of gender-sensitive policies aimed at protecting adolescents from unhealthy food marketing.

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Section: Gender Differences In Exposure To Various Marketing Techniquesmentioning

confidence: 99%

Adolescent exposure to food and beverage marketing on social media by gender: a pilot study

Amson

Pauzé

Remedios

et al. 2022

Public Health Nutr.

View full text Add to dashboard Cite

show abstract

“…It is unclear, however, whether gender in itself adds to this result. Other studies have also used gender as a personalization element combined with other personalization elements (Brinson and Eastin, 2016;Higgins et al, 2018;Kaspar et al, 2019;Walrave et al, 2016), but do not report whether their manipulation results in differences in perceived personalization perception. Higgins et al (2018) use age as a separate personalization element, as well as combined with gender.…”

Section: Demographicsmentioning

confidence: 99%

Let’s get personal: Which elements elicit perceived personalization in social media advertising?

Keyzer

Dens

Pelsmacker

2022

Electronic Commerce Research and Applications

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“…The outcomes showed that the improved model had better prediction quality compared to other models [1]. To test the effect of age and gender on the click-through rate of online advertisements, Higgins et al used multivariate tests and web-based techniques and found that personalized ads affect user engagement and increase CTR [2]. Keyword-based advertisements are becoming the dominant form of online advertising as they can be tailored and customized to the relevant information of the potential consumer.…”

Section: Related Researchmentioning

confidence: 99%

Factors Affecting User Clicks on Ads

Li¹,

Xu²

2022

Advances in Social Science, Education and Humanities Research

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In recent years, e-commerce has become a new and popular industry, and the issue of click-through e-commerce advertising has received widespread attention. To increase product exposure and sales, more and more e-commerce companies are focusing on the issue of advertising. Displaying ads that are relevant to users' needs will greatly increase user satisfaction. Therefore, this study collected data on ads displayed on Taobao, user information, and ad clicks over eight days and conducted logistic regression and decision tree analysis on the data. Based on the perspective of user personality, the relationship between ad clicks and different user groups was analyzed to suggest effective strategies for ad operators. The findings show that ad clicks are influenced by age, gender and consumption level. It is suggested that more e-commerce companies can personalize their advertising operations to target different user groups, to more effectively increase the click-through rate of advertising, which in turn will increase the sales rate of their products and maximize their benefits.

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Multivariate Testing Confirms the Effect of Age–Gender Congruence on Click-Through Rates from Online Social Network Digital Advertisements

Cited by 11 publications

References 27 publications

Adolescent exposure to food and beverage marketing on social media by gender: a pilot study

Adolescent exposure to food and beverage marketing on social media by gender: a pilot study

Let’s get personal: Which elements elicit perceived personalization in social media advertising?

Factors Affecting User Clicks on Ads

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