Le comportement des consommateurs sur les réseaux sociaux : une analyse comparative sexuée

Abstract

With the rise of digital and social media companies are facing a whole new dimension. New technologies make it possible to reach a very large audience and to pass on messages in a few seconds all over the world. This transformation has not only affected companies, but also consumers in their daily lives, in their habits and way of life. Their buying behavior has been transformed by social media (Power & Phillips-Wren, 2011). We live in a world of digital communication and social influence. Costumers have never had so much power and are becoming more demanding. Costumers also have become content creators and are closer than ever to businesses. 37% of the world’s population is active on social media (Solomon & Tuten, 2019). Social networks are indeed becoming crucial for some companies and are becoming part of their marketing strategies. There is growing interest in the influence of social media on consumer behavior and purchasing decisions. Executive Summary: With the rise of digital technologies and social media, companies are facing a whole new dimension. New technologies make it possible to reach a very large audience and to pass on messages in a few seconds all over the world. This transformation has not only affected companies, but also consumers in their daily lives, in their habits and way of life. Their buying behavior has been transformed by social media (Power & Phillips-Wren, 2011). We live in a world of digital communication and social influence. Costumers have never had so much power and are becoming more demanding. Costumers also have become content creators and are closer than ever to businesses. 37% of the world’s population is active on social media (Solomon & Tuten, 2019). Indeed, social networks are becoming crucial for some companies and are part of their marketing strategies. There is growing interest in the influence of social media on consumer behavior and purchasing decisions. While the first Internet users were mainly men (Tissier & Kimmel, 2002), today, at the global level, social networks are used almost equally by men and women. Since women got more rights and became more financial independent, marketing researchers have realized that gender is indeed a segmentation criterion that allows them to better target their audience. Understanding the differences between men and women allows them to establish appropriate marketing strategies.