Gender Differences in the Effects of Social Media on Art Space Visits

Hoang-An Pham ()
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Hoang-An Pham: Sungkyunkwan Graduate School of Business

A chapter in New Perspectives and Paradigms in Applied Economics and Business, 2025, pp 637-648 from Springer

Abstract: Abstract With the development of social networks in marketing and promotion activities in the tourism industry, research on target customers of each type of destination is essential. The research aimed to study how social media affects art space visits under the moderation of gender. Applied theory of planned behavior to analyze gender differences in the influence of social networks on 514 young adults in Vietnam, the findings indicated that personal attitudes influence men’s decisions to visit museums. In addition, factors such as household location, and the frequency of previous visits influence the visiting behavior of men and women differently.

Keywords: Art exhibition; Gender differences; Museum visits; Social media marketing (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-77363-1_41

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DOI: 10.1007/978-3-031-77363-1_41

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