本篇代寫-社交媒體營銷講了目前大多數關於社交媒體營銷的研究都強調了不同的社交媒體工具如何對不同的消費者羣體有用(Chi, 2011)。因此，男性和女性如何利用社交媒體營銷工具將會改變如何利用社交媒體營銷，以使他們購買。本篇代寫文章由新西蘭第一論文 Assignment First輔導網整理，供大家參考閱讀。
Different markets might have different patterns of consumption of a product. The work of Arnold (1992) highlights how this difference is perceived across gender. When it comes to the male consumer and the female consumer, how the male consumer views a product market is different. Marketing hence had to cater to these differences of requirements based on gender especially if the product to be marketed is one that is made specific to the gender (Arnold, 1992). The gender equality trend in the context of different programs for social development usually highlights why it is necessary to resolve difference across gender. Specifically, the works of Caprile et al (2008) seem to argue that techniques used across genders should also try to understand why those differences exist, in addition to resolving differences. In the context of marketing using social media, understanding the differences plays a major role in social media marketing (Rosenblatt, et al, 2001; Edelman, 2010).
Most current research focusing on social media marketing has emphasized on how different social media tools are useful for different consumer segments (Chi, 2011). How men and women make use of social media marketing tools will hence change how social media marketing can be made use of in order to make them purchase. For instance, the digital marketing case studies as conducted by Exact Target, the Pew Research Centre and Nielsen indicate that there are basic differences in which social media technology, social media tools, and applications are used across genders. Women would most likely use their phone for pictures, sharing, playing games etc. (other than checking for mails and more). On the other hand, men were most likely to make use of mobile devices in order to watch videos, for GPS purpose and more. Men would more likely be attracted to a social media site where they have to scan coupons or would have to make use of QR codes whereas women were less likely to be attracted to such advertising sites when they consider making a purchase (Jarski, 2014). Even in the context of using Facebook, men and women were seen to be dissimilar. Men would probably use Facebook for the purpose of passing time or collecting information, while women might get much more variety of gratification in using Facebook (Hoffman & Fodor, 2010). Reasons for using social media would also be different. Men were most likely to make use of the social media for the purpose of businesses or for dating reasons. On the other hand, women approach social media for relationships, entertainment and also a self-help thing. For using social media marketing effectively, hence the businesses would have assessed and analysed their consumer segments in a much more comprehensive way including such information as presented by the Pew Research centre and the Nielson surveys (Jarski, 2014). Dines, and Humez, (2011) in their book argue that the concept of ‘maleism’ is presented in social media in way where it can be seen that the business organizational messages or other media messages specifically target the differences. The differences are well studied in order to ensure that such message reaches the audience. The focus shows a growing world where people are becoming more aware of the differences required in social media approaches. Social media messages have to be so constructed that these messages are factored in (Dines & Humez, 2011). Dines and Humez (2011) furthermore state that such a form of understanding is on the rise because the businesses and other organizations want to tap into consumer segments in a much larger way (Dines & Humez, 2011). The Pew research and the Nielson’s survey shows how this is actually achieved.