Gender Encounter during Interactive Marketing
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Gender encounter during interactive market is indeed a dynamic aspect of a marketing that
affects its’ outcome which is to seal sales. The dynamic implication gender encounter has brought
about the researching of both same gender and cross gender encounter in this paper. The division
and independent investigate of same gender and cross gender encounter had given a clear motive
on the gender preference among male and female students towards same/cross gender encounter.
In actualizing this purpose, quantitative approach was use while the realist is the explanatory grid
which constructed arguments in a deductive manner. In fulfilling the quantitative approach
criterion, an online survey was carried out among students at Mälardalen University. Online
questionnaire were distributed through a convenient sampling method and 389 valid responses
were analyzed. The results shows majority of students prefers same gender encounter to cross
gender. Therefore for an interactive marketing section to be successful as regards to gender
differences, same gender encounter should be considered.
Place, publisher, year, edition, pages
2011. , 80 p.
Gender preference, gender encounter, same gender encounter, cross gender encounter, interactive marketing
IdentifiersURN: urn:nbn:se:mdh:diva-12880OAI: oai:DiVA.org:mdh-12880DiVA: diva2:434977
Subject / course
2011-05-30, R2-032, MDH, Västerås, 16:46 (English)
UppsokSocial and Behavioural Science, Law
Languilaire, Jean-Charles, Phd
Liljefors, Ole, Phd