Universiti Teknologi Malaysia Institutional Repository

Gender differences in instagram hashtag use

Zhang, Ye and Hashim, Noor Hazarina and Baghirov, Fakhri and Murphy, Jamie (2018) Gender differences in instagram hashtag use. Journal of Hospitality Marketing and Management, 27 (4). pp. 386-404. ISSN 1936-8623

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Official URL: http://dx.doi.org/10.1080/19368623.2018.1382415

Abstract

This article draws on two theories—uses and gratification and the James–Lange theory of emotion—to investigate gender differences in Instagram hashtag use. The study content analyzes 1,382 Instagram posts with the hashtag #Malaysianfood and categorizes them as informative/emotional and positive/negative. The results show that compared to male users, female users tend to use emotional and positive hashtag descriptions. This study also finds a positive relationship between the number of hashtags used and both the number of followers and likes. Finally, the results suggest a high satisfaction with Malaysian foods based on the number of positive and negative hashtags. Academically, this study adds to the limited Instagram and hashtag literature, expands the online gender behavior literature to hashtags, and introduces hashtag sentiment to measure user satisfaction. Companies should consider gender preferences in Instagram, and other social media, hashtag use to attract and keep target customers.

Item Type:Article
Uncontrolled Keywords:Gender, hashtag
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Management
ID Code:85610
Deposited By: Widya Wahid
Deposited On:30 Jun 2020 16:54
Last Modified:30 Jun 2020 16:54

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