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Keywords: Social media advertising
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Journal Articles
Tailoring the digital pitch: gender-specific strategies for maximizing social media ad impact on purchase intention
Available to Purchase
Asia-Pacific Journal of Business Administration (2025) 17 (5): 1393–1420.
Published: 23 January 2025
...Lee Heng Wei; Tan Kian Lam; Lau Pei Mey Purpose This study explores the influence of gender-specific reactions to social media advertisements on purchase intentions, addressing a gap in existing research. It examines how these reactions affect the perceived value of ads and, consequently...
