Gender Encounter during Interactive Marketing

• Main Authors: Wokekoro, Victor Dike, Lerdthamanad, Kritsada
• Format: Others
• Language: English
• Published: Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling 2011
• Subjects: Gender preference; gender encounter; same gender encounter; cross gender encounter; interactive marketing; Business studies; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12880

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.