Rukasha Cassian Farai és Chikazhe Lovemore és Manyanga Wilbert (2026) Gender as a moderator for the effect of social media marketing on fast-moving consumer goods sector performance. Posperitas, early access (online). pp. 1-21. ISSN ISSN 2064-759X (Print); ISSN 2786-4359 (Online)
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Abstract
This study aims to explore the moderating role of gender in the effectiveness of social media marketing strategies on the performance of firms within the Fast-Moving Consumer Goods sector in Zimbabwe. The central problem addressed is the lack of comprehensive understanding and implementation of gender dynamics in social media marketing, which diminishes campaign efficacy. The research is theoretically underpinned by the Uses and Gratifications Theory and the Elaboration Likelihood Model to explain media engagement and information processing. A quantitative, crosssectional research design was employed, involving a sample of 360 managerial employees, and data were analysed using Structural Equation Modelling and Hayes’ PROCESS macro. The key findings reveal that both ad content quality and ad frequency significantly enhance firm performance. Notably, gender plays a moderating role in the relationship between ad frequency and performance, which indicates that female managers exhibit greater sensitivity to advertising frequency compared to their male counterparts. This study contributes to the existing literature by highlighting the nuanced role of gender in digital marketing strategies, thus providing empirical insights for practitioners to optimize their marketing approaches. Methodologically, the combined use of SEM and Hayes’ PROCESS macro provides a more granular examination of moderation effects than previous research, positioning the study as one of the first to empirically isolate which social media marketing dimensions require gendersensitive strategic adaptation.
Tudományterület / tudományág
társadalomtudományok > gazdálkodás- és szervezéstudományok
Kar
Intézmény
Budapesti Gazdaságtudományi Egyetem
| Mű típusa: | Cikk | ||||||||||||
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| Szerző publikációban használt neve: |
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| Kulcsszavak: | Social media marketing, FMCG sector, Gender moderation, Ad content quality, Ad frequency, Interactivity | ||||||||||||
| Felhasználó: | Kinga Eszenyi-Bakos | ||||||||||||
| A mű MTMT azonosítója: | 36978713 | ||||||||||||
| DOI azonosító: | https://doi.org/10.31570/prosp_2026_0167 | ||||||||||||
| Rekord készítés dátuma: | 2026. Feb. 25. 13:10 | ||||||||||||
| Utolsó módosítás: | 2026. Feb. 26. 11:39 | ||||||||||||
| URI: | https://publikaciotar.uni-bge.hu/id/eprint/2615 |
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