Abstract This article reports on a study that explored how gender influences social media users’ response to social media advertisements by using a survey of 384 (192 male and 192 female) respondents. The study tested five hypotheses that were derived from Alice Eagly’s social role theory of sex differences. Both descriptive and inferential statistics were used in the data analysis for the study. The results showed that gender significantly influences the duration of engagement with social media advertisements with women spending longer time to engage with social media advertisements than men. Also, gender significantly influences users’ response to social media advertisements with women using the share option, while men click the like option. It was also found that gender significantly influences users’ views on product elements that make social media advertisements effective. While women are driven by product popularity, men are driven by product promise. Also, the results revealed that gender significantly influences users’ views on message elements that make social media advertisements attractive. Finally, it was found that even though social media advertisements influence the buying behaviour of both men and women, women are twice more influenced than men. The implications of these results were further explored.

中文翻译：

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社交媒体广告对尼日利亚购买决策影响的性别差异

摘要 本文报告了一项研究，该研究通过对 384 名（192 名男性和 192 名女性）受访者进行调查，探讨性别如何影响社交媒体用户对社交媒体广告的反应。该研究测试了源自 Alice Eagly 的性别差异社会角色理论的五个假设。在研究的数据分析中使用了描述性和推理性统计。结果表明，性别对参与社交媒体广告的持续时间有显着影响，女性花在社交媒体广告上的时间比男性长。此外，性别会显着影响用户对社交媒体广告的反应，女性使用分享选项，而男性则点击喜欢选项。还发现性别显着影响用户对使社交媒体广告有效的产品元素的看法。女性受产品受欢迎程度的驱动，而男性则受产品承诺的驱动。此外，结果显示，性别显着影响用户对使社交媒体广告具有吸引力的消息元素的看法。最后，研究发现，尽管社交媒体广告对男性和女性的购买行为都有影响，但女性受到的影响是男性的两倍。进一步探讨了这些结果的影响。研究发现，尽管社交媒体广告对男性和女性的购买行为都有影响，但女性受到的影响是男性的两倍。进一步探讨了这些结果的影响。研究发现，尽管社交媒体广告对男性和女性的购买行为都有影响，但女性受到的影响是男性的两倍。进一步探讨了这些结果的影响。