Dissertation/ Thesis
The impact of gender when engaging with social media content on online gaming accounts
| Title: | The impact of gender when engaging with social media content on online gaming accounts |
|---|---|
| Authors: | Borg, Raquela (2025) |
| Publisher Information: | University of Malta Faculty of Economics, Management and Accountancy. Department of Marketing |
| Publication Year: | 2025 |
| Collection: | University of Malta: OAR@UM / L-Università ta' Malta |
| Subject Terms: | Video games -- Internet marketing, Social media, Consumer behavior -- Sex differences |
| Description: | M.Sc.(Melit.) ; This study investigates the effect of gender on interaction with social media material, notably advertisements, in the context of online gaming pages. This study intends to give insights into consumer behaviour and advertising efficacy by investigating how genders interact with social media platforms and the various material they consume. Key study concerns include which demographic groups are most engaged with online gaming, the significance of social media as an advertising channel, and the impact of gender on engagement levels. The study uses a quantitative approach, including a qualitative pilot study and the main quantitative survey to identify engagement behaviours for online gaming companies to interact with target audiences and build long-term connections. It also investigates how gender and age influence engagement behaviour. The findings show considerable gender variations in interaction patterns, which have implications for optimising social media tactics in the online gaming sector. This study adds to the increasing body of knowledge in digital marketing and gender studies, providing insight for marketers and game creators. ; N/A |
| Document Type: | master thesis |
| Language: | English |
| Relation: | Borg, R. (2025). The impact of gender when engaging with social media content on online gaming accounts (Master's dissertation).; https://www.um.edu.mt/library/oar/handle/123456789/138581 |
| Availability: | https://www.um.edu.mt/library/oar/handle/123456789/138581 |
| Rights: | info:eu-repo/semantics/restrictedAccess ; The copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder. |
| Accession Number: | edsbas.2A2601A |
| Database: | BASE |
| FullText | Text: Availability: 0 CustomLinks: – Url: https://www.um.edu.mt/library/oar/handle/123456789/138581# Name: EDS - BASE (ns324271) Category: fullText Text: View record from BASE |
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| Items | – Name: Title Label: Title Group: Ti Data: The impact of gender when engaging with social media content on online gaming accounts – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Borg%2C+Raquela+%282025%29%22">Borg, Raquela (2025)</searchLink> – Name: Publisher Label: Publisher Information Group: PubInfo Data: University of Malta<br />Faculty of Economics, Management and Accountancy. Department of Marketing – Name: DatePubCY Label: Publication Year Group: Date Data: 2025 – Name: Subset Label: Collection Group: HoldingsInfo Data: University of Malta: OAR@UM / L-Università ta' Malta – Name: Subject Label: Subject Terms Group: Su Data: <searchLink fieldCode="DE" term="%22Video+games+--+Internet+marketing%22">Video games -- Internet marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Social+media%22">Social media</searchLink><br /><searchLink fieldCode="DE" term="%22Consumer+behavior+--+Sex+differences%22">Consumer behavior -- Sex differences</searchLink> – Name: Abstract Label: Description Group: Ab Data: M.Sc.(Melit.) ; This study investigates the effect of gender on interaction with social media material, notably advertisements, in the context of online gaming pages. This study intends to give insights into consumer behaviour and advertising efficacy by investigating how genders interact with social media platforms and the various material they consume. Key study concerns include which demographic groups are most engaged with online gaming, the significance of social media as an advertising channel, and the impact of gender on engagement levels. The study uses a quantitative approach, including a qualitative pilot study and the main quantitative survey to identify engagement behaviours for online gaming companies to interact with target audiences and build long-term connections. It also investigates how gender and age influence engagement behaviour. The findings show considerable gender variations in interaction patterns, which have implications for optimising social media tactics in the online gaming sector. This study adds to the increasing body of knowledge in digital marketing and gender studies, providing insight for marketers and game creators. ; N/A – Name: TypeDocument Label: Document Type Group: TypDoc Data: master thesis – Name: Language Label: Language Group: Lang Data: English – Name: NoteTitleSource Label: Relation Group: SrcInfo Data: Borg, R. (2025). The impact of gender when engaging with social media content on online gaming accounts (Master's dissertation).; https://www.um.edu.mt/library/oar/handle/123456789/138581 – Name: URL Label: Availability Group: URL Data: https://www.um.edu.mt/library/oar/handle/123456789/138581 – Name: Copyright Label: Rights Group: Cpyrght Data: info:eu-repo/semantics/restrictedAccess ; The copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder. – Name: AN Label: Accession Number Group: ID Data: edsbas.2A2601A |
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| RecordInfo | BibRecord: BibEntity: Languages: – Text: English Subjects: – SubjectFull: Video games -- Internet marketing Type: general – SubjectFull: Social media Type: general – SubjectFull: Consumer behavior -- Sex differences Type: general Titles: – TitleFull: The impact of gender when engaging with social media content on online gaming accounts Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Borg, Raquela (2025) IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 01 Type: published Y: 2025 Identifiers: – Type: issn-locals Value: edsbas |
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