000			01624nam a2200181Ia 4500
008			181130s2018 xx 000 0 und d
100			_aAzam, Mohd. Khalid
100			_aSana
245			_aExperimental marketing and internet: _bassessing the role of gender
260			_c2018
300			_ap.169-174.
504			_dAug
520			_aGender has always been a favourite topic of researchers to dig down. Considerable research works have focused the role of gender in the domain of consumer behaviour, but there is much more to explore in the area of experiential marketing as it is relatively a new concept in this field. The article discusses an examination of the differences in the ways men and women perceive sense, feel, think, act and relate experiences while using social networking sites (SNS), such as Facebook, Twitter and Instagram. Purpose of the study is to examine the gender differences within the context of five experiences of experiential marketing. Through convenience sampling, 250 set of questionnaires were distributed to the university students, out of which 226 were found usable.�T-test was applied for the analysis of data using SPSS software version 21. Shopping habits of women are considered to be highly influenced by social media. But results of the study indicate that men relate the experience provided by the sites with them more than the women do. Marketers can use the findings in tailoring their sites to enhance the customer experience. - Reproduced.
650			_aExperiential marleting
650			_aInternet
773			_aManagement and Labour Studies
906			_aInternet
999			_c506975 _d506975