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Gender Encounter during Interactive Marketing
Mälardalen University, School of Sustainable Development of Society and Technology. (2662)
Mälardalen University, School of Sustainable Development of Society and Technology. (2662)
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.
Keyword [en]
Gender preference, gender encounter, same gender encounter, cross gender encounter, interactive marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-12880OAI: oai:DiVA.org:mdh-12880DiVA: diva2:434977
Subject / course
Business Administration
Presentation
2011-05-30, R2-032, MDH, Västerås, 16:46 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-10-13 Created: 2011-08-16 Last updated: 2011-10-13Bibliographically approved

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Gender Encounter During Interactive Marketing(873 kB)333 downloads
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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
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  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
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Output format
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