Abstract

The paper assessed the issue of gender differences in the perception of individual types of COBRAs (Consumers’ Online Brand Related Activities) and the associated motivations (information, entertainment, social interaction, and remuneration) for these activities on the social network Instagram. The paper analyzed data gathered from questionnaires (a sample of 401 respondents) that had been spread online via computer-assisted web interviewing. Gender differences were analyzed using the Mann-Whitney U test. Seven research hypotheses were formulated concerning the literature review and the current state of research in this area. Based on the results, it could be stated that four of them are statistically significant. Specifically, the study observed gender differences in the perception of three of the four analyzed motivations as latent variables. The study verified gender differences in the perception of the issue in the case of information motives, motives of entertainment, and motives of social interaction. Still, the motive of remuneration did not show sufficient statistical significance. In the case of the three analyzed consumers’ online brand-related activities as latent variables, the authors observed only one case of statistical significance of the gender difference in the case of consumption activity, while neither contributing nor creating as activities showed statistical significance. At the level of manifest variables, the paper observed two cases of statistical significance of the factors related to the contributing activity. However, that was insufficient to confirm this activity’s significance as a latent variable. A significance level of 0.05 was proposed. The findings were presented in the context of existing research with a pointed future direction of the research in this area, which lies mainly in extending the analysis to other social networking platforms, other markets, and a narrower demographic perspective in the sample for a deeper understanding of the phenomena studied.

Keywords: Instagram, consumer, brand-related activities, gender differences, analysis

JEL Classification: M31, M39, M19.

Cite as: Nastisin, L., Jura, A., Fedorko, R., & Kopor, I. (2022). Gender Differences in the Perception of Motivations for Consumer’s Online Brand-Related Activities and Their Impacts on Instagram. Marketing and Management of Innovations, 2, 86-93. https://doi.org/10.21272/mmi.2022.2-08

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Azar, S. L., Machado, J. C., Vacas-de-Carvalho, L., & Mendes, A. (2016). Motivations to interact with brands on Facebook–Towards a typology of consumer-brand interactions. Journal of Brand Management, 23(2), 153-178. [Google Scholar] [CrossRef]
2. Bartoš, V., Vochozka, M., & Janikova, J. (2021). Fair value in squeeze-out of large mining companies. Acta Montanistica Slovaca, 26(4). [Google Scholar]
3. Birknerova, Z., Frankovsky, M., Zbihlejova, L., & Birkner, M. (2016). Assessment of coaching as an effective managerial tool. In 3rd International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2016 (pp. 577-584). [Google Scholar]
4. Bloomberg (2020). Instagram generates more than a quarter of Facebook’s sales. Retrieved from [Link]
5. Brahmadas. (2019). Top Reasons Why Women Use Instagram the Most. Retrieved from [Link]
6. Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management Research Review, 35(9), 770. [Google Scholar] [CrossRef]
7. Civelek, M., Gajdka, K., Světlík, J., & Vavrecka, V. (2020). Differences in the usage of online marketing and social media tools: evidence from Czech, Slovakian and Hungarian SMEs. Equilibrium. Quarterly Journal of Economics and Economic Policy, 15(3), 537-563. [Google Scholar]
8. Civelek, M., Kljucnikov, A., Fialova, V., Folvarcna, A., & Stoch, M. (2021). How innovativeness of family-owned SMEs differ depending on their characteristics?. Equilibrium. Quarterly Journal of Economics and Economic Policy, 16(2), 413-428. [Google Scholar]
9. Civelek, M., & Krajcík, V. (2022). How do SMEs from different countries perceive export impediments depending on their firm-level characteristics? System approach. Oeconomia Copernicana, 13(1), 55-78. [Google Scholar] [CrossRef]
10. Chebli, A., Kadri, B., Ben Said, F.(2021). Promotion of Domestic Tourism by Enhancing the Practice of Alternative Tourism as a Quality Measure to Satisfy and Retain National Tourists. Journal of Tourism and Services, 23 (12), 61-85. Journal of Tourism and Services, 12(23), 61-85. [Google Scholar] [CrossRef]
11. Gavurova, B., Ivankova, V., Rigelsky, M., & Kmecova, I. (2020a). How do gender inequalities in health relate to the competitiveness of developed countries? An empirical study. Journal of Competitiveness, 12(3), 99. [Google Scholar]
12. Gavurova, B., Belas, J., Bilan, Y., & Horak, J. (2020b). Study of legislative and administrative obstacles to SMEs business in the Czech Republic and Slovakia. Oeconomia Copernicana, 11(4), 689-719. [Google Scholar]
13. Gavurova, B., & Kubak, M. (2021). The efficiency evaluation of public procurement of medical equipment. Entrepreneurship and Sustainability Issues, 8(3), 193-209. [Google Scholar] [CrossRef]
14. Gavurova, B., Ivankova, V., Rigelsky, M., & Suler, P. (2021). Gender health inequalities and economic productivity in OECD countries. Economic Research-Ekonomska Istraživanja, 34(1), 2853-2872. [Google Scholar] [CrossRef]
15. Geyser, W. (2020). The State of Influencer Marketing 2020: Benchmark Report. Retrieved from [Link]
16. Grebosz-Krawczyk, M. (2019). Attitudes of young consumers towards international nostalgic brands–the comparative study. Economics and Sociology, 12(3), 181-191. [Google Scholar]
17. Hassan, M., & Lee, G.(2021). Online payment options and consumer trust: determinants of e-commerce in Africa. International Journal of Entrepreneurial Knowledge, 9 (2), 1-13. International Journal of Entrepreneurial Knowledge, 9(2), 1-13. [Google Scholar] [CrossRef]
18. Hautz, J., Füller, J., Hutter, K., & Thürridl, C. (2014). Let users generate your video ads? The impact of video source and quality on consumers’ perceptions and intended behaviors. Journal of Interactive Marketing, 28(1), 1-15. [Google Scholar] [CrossRef]
19. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101. [Google Scholar] [CrossRef]
20. Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of marketing management, 27(7-8), 785-807. [Google Scholar] [CrossRef]
21. Hudakova, M., Urbancova, H., & Vnouckova, L. (2019). Key Criteria and Competencies Defining the Sustainability of Start-Up Teams and Projects in the Incubation and Acceleration Phase. Sustainability, 11(23), 6720. [Google Scholar] [CrossRef]
22. Ivankova, V., Gavurova, B., Bacík, R., & Rigelský, M. (2021). Relationships between road transport infrastructure and tourism spending: A development approach in European OECD countries. Entrepreneurship and Sustainability Issues, 9(2), 535. [Google Scholar]
23. Kalinova, E., & Neubergova, A. (2021). Influencer communication on the social network Instagram. Ad Alta: Journal of Interdisciplinary Research, 11(2). [Google Scholar]
24. Karatsoli, M., & Nathanail, E. (2020). Examining gender differences of social media use for activity planning and travel choices. European Transport Research Review, 12(1), 1-9. [Google Scholar] [CrossRef]
25. Kemp, S. (2021). Digital 2020: October Global Statshot. DataReportal – Global Digital Insights. Retrieved from [Link]
26. Ko, H., Cho, C. H., & Roberts, M. S. (2005). Internet uses and gratifications: A structural equation model of interactive advertising. Journal of advertising, 34(2), 57-70. [Google Scholar] [CrossRef]
27. Koľvekova, G., Liptakova, E., Štrba, Ľ., Kršak, B., Sidor, C., Cehlar, M., … & Behún, M. (2019). Regional tourism clustering based on the three Ps of the sustainability services marketing matrix: An example of central and eastern European countries. Sustainability, 11(2), 400. [Google Scholar] [CrossRef]
28. Kucera, J., & Smolkova, M. (2022). Online communication within a company: Case study of small company. Littera Scripta, 15(1), 34-56.
29. Kutlu, D., Ayyildiz, H..(2021). The Role of the Destination Image in Creating Memorable Tourism Experience. Journal of Tourism and Services, 23 (12), 199-216. Journal of Tourism and Services, 12(23), 199-216. [Google Scholar] [CrossRef]
30. Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105-5131. [Google Scholar] [CrossRef]
31. Lounge. (2016). 6 Reasons Why Women are Driving Social Media Growth. Retrieved from [Link]
32. Men, L. R., & Tsai, W. H. S. (2013). Beyond liking or following: Understanding public engagement on social networking sites in China. Public Relations Review, 39(1), 13-22. [Google Scholar] [CrossRef]
33. Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of advertising, 30(1), 13-46. [Google Scholar] [CrossRef]
34. Mwatsika, C.(2021). Perceptions of entrepreneurship in Malawi: A country context understanding of entrepreneurship. International Journal of Entrepreneurial Knowledge, 9 (2), 49-62. [Google Scholar] [CrossRef]
35. Nica, E., Gajanova, L., & Kicova, E. (2019). Customer segmentation based on psychographic and demographic aspects as a determinant of customer targeting in the online environment. Littera Scripta, 108. [Google Scholar]
36. Olah, J., Hidayat, Y. A., Gavurova, B., Khan, M. A., & Popp, J. (2021). Trust levels within categories of information and communication technology companies. Plos one, 16(6), e0252773. [Google Scholar]
37. Pereira-Moliner, J., López-Gamero, MD, Font, X., Molina-Azorín, JF, Tarí, JJ & Pertusa-Ortega, EM (2021). Sustainability, Competitive Advantages and Performance in the Hotel Industry: A Synergistic Relationship. Journal of Tourism and Services, 23 (12), 132-149. [Google Scholar] [CrossRef]
38. Petrakova, Z., Okreglicka, M, Manak, R., & Fialova, V. (2021). Generation disparities on the perception of SMEs business risks. International Journal of Entrepreneurial Knowledge, 9 (2), 32-48. [Google Scholar] [CrossRef]
39. Petruf, M., Korba, P., & Kolesar, J. (2015). Roles of logistics in air transportation. NAŠE MORE: znanstveni casopis za more i pomorstvo, 62(3 Special Issue), 215-218. [Google Scholar] [CrossRef]
40. Piehler, R., Schade, M., Kleine-Kalmer, B., & Burmann, C. (2019). Consumers’ online brand-related activities (COBRAs) on SNS brand pages: An investigation of consuming, contributing and creating behaviours of SNS brand page followers. European Journal of Marketing. [Google Scholar] [Crossref]
41. Pletikosa Cvijikj, I., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social network analysis and mining, 3(4), 843-861. [Google Scholar] [CrossRef]
42. Rajbhandari, Y., Marahatta, A., Shrestha, A., Gachhadar, A., Thapa, A., Gonzalez-Longatt, F., … & Korba, P. (2022). Load prioritization technique to guarantee the continuous electric supply for essential loads in rural microgrids. International Journal of Electrical Power & Energy Systems, 134, 107398. [Google Scholar] [CrossRef]
43. Dias, R., Teixeira, N., Machova, V., Pardal, P., Horak, J., & Vochozka, M. (2020). Random walks and market efficiency tests: evidence on US, Chinese and European capital markets within the context of the global Covid-19 pandemic. Oeconomia Copernicana, 11(4), 585-608. [Google Scholar]
44. Rumanko, B., Kozakova, J., Urbanova, M., & Hudakova, M. (2021). Family Business as a Bearer of Social Sustainability in Multinationals-Case of Slovakia. Sustainability, 13(14), 7747. [Google Scholar] [CrossRef]
45. Samoliuk, N., Bilan, Y., Mishchuk, H., & Mishchuk, V. (2022). Employer brand: key values influencing the intention to join a company. Management & Marketing, 17(1), 61-72. [Google Scholar] [CrossRef]
46. Schivinski, B. (2021). Eliciting brand-related social media engagement: A conditional inference tree framework. Journal of Business Research, 130, 594-602. [Google Scholar] [CrossRef]
47. Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214. [Google Scholar] [CrossRef]
48. Shava, H. (2021). The relationship between service quality and customer satisfaction in the South African mobile network telecommunications industry. Journal of International Studies, 14(2), 70-83. [Google Scholar]
49. SMPerth. (2021). Facts & Figures. Instagram Statistics for 2022. Retrieved from [Link]
50. Straka, M., Khouri, S., Besta, P., & Drevko, S. (2017). Development of computer simulation and its use for the needs of logistics. Proceedings of Carpathian Logistics Congress (CLC), 86-92.
51. Statista. (2021). Instagram User Share in the United States 2021, by Gender. Retrieved from [Link]
52. Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: do ads work on social networks?: how gender and age shape receptivity. Journal of advertising research, 51(1), 258-275. [Google Scholar]
53. Turisova, R., Pacaiova, H., Kotianova, Z., Nagyova, A., Hovanec, M., & Korba, P. (2021). Evaluation of eMaintenance Application Based on the New Version of the EFQM Model. Sustainability, 13(7), 3682. [Google Scholar] [Google Scholar]
54. Urbancova, H., Hudakova, M., & Fajcíkova, A. (2020). Diversity management as a tool of sustainability of competitive advantage. Sustainability, 12(12), 5020. [Google Scholar] [CrossRef]
55. Vasanicova, P., Jencova, S., Gavurova, B., & Bacik, R. (2021). Factors influencing business environment within travel and tourism competitiveness. Economics & Sociology, 14(4), 268-282. [Google Scholar]
56. De Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515. [Google Scholar] [CrossRef]