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Gender Difference in Perception and Use of Social Media Tools
Abstract
Research on gender difference remains a strong interest today because the gender equality issue has not been fundamentally tackled in many areas due to traditional and cultural gender values. However, on the technology adoption, especially social media tools usage, the gender difference is less prominent. The research study in this chapter was conducted in a higher education institution and data were collected from 1534 students in eight years (2009–2016). The purpose of this study is to find out if there are any gender difference in familiarity of social media concept and use of social media tools, and if the traditional gender values are affecting social media adoption. The results indicate that there is no statistically significant gender difference in media concept knowledge. Both genders were using the same top four social media tools. However, male participants have higher usage of resource-based social media tools, while females have higher usage on relationship building platforms.
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