Antecedents of Consumers’ Engagement with Boycotting Content on Social Media: A Male Vs Female Perspective | ||
| المجلة العربية للإدارة | ||
| Articles in Press, Accepted Manuscript, Available Online from 08 September 2025 PDF (371.81 K) | ||
| Document Type: بحوث باللغة الإنجلیزیة | ||
| DOI: 10.21608/aja.2025.407404.1906 | ||
| Authors | ||
| Ahmed Ghazal* ; Mona Arslan | ||
| Arab Academy for Science, Technology and Maritime Transport | ||
| Abstract | ||
| The rise in popularity and reliance on social media has led to a stream of scholarly research in different aspects of life. As consumers, individuals and employees we all engage differently with social media content. Part of this difference stems from gender differences since it can reveal distinct behaviors and preferences in social media usage. Meanwhile, social media has transformed how consumers continue to engage with boycott content and narrative. Hence this study presents a conceptual framework that investigates the motivations to engage with boycotting content on social media from a male vs female perspective. This study takes #boycotisrael as its focus in investigating why consumers consume, contribute or create boycotting content on different social media platforms. Also, this study contributes to our understanding of how male vs female behaviors differ regarding social media content. Findings indicate that males show stronger correlation between their propensity for online interaction and behaviors like consumption, contribution and content creation, whereas females show a more pronounced response to social media marketing efforts, particularly in influencing consumption behavior. Future research should explore cross-cultural and longitudinal analyses to further understand the dynamics of different gender engagement with boycott-related content. | ||
| Keywords | ||
| Gender Differences; Social Media Engagement; Boycotting; Social Media Content; Anti-Consumption; Consumer Behavior | ||
| References | ||
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