Tailoring the digital pitch: gender-specific strategies for maximizing social media ad impact on purchase intention

Abstract

Purpose

This study explores the influence of gender-specific reactions to social media advertisements on purchase intentions, addressing a gap in existing research. It examines how these reactions affect the perceived value of ads and, consequently, the intention to purchase, with a particular focus on gender as a moderating factor. The primary aim is to analyse how gender moderates the relationship between consumers’ perceptions of the value of social media ads and their subsequent purchase intentions.

Design/methodology/approach

A non-probability convenience sampling method was employed to collect data from 423 social media users in Malaysia at shopping malls. Respondents interacted with advertisements on Facebook, Instagram or TikTok and completed a survey. Descriptive analysis was performed using SPSS 25. The study utilized structural equation modelling (SEM) to test the structural and measurement models. Multigroup analysis (MGA) was conducted using SMART-PLS 4.0.9.6 to assess moderation effects based on gender differences.

Findings

The findings reveal that advertisements emphasizing entertainment significantly influence female purchase intentions, whereas ads highlighting product or service values resonate more with males, challenging common stereotypes. Informative and creative ads show universal appeal across genders, underscoring the importance of diverse ad elements in shaping consumer behaviour.

Originality/value

This study advances the advertising value model by specifically identifying gender-based differences in how entertainment and perceived value in social media ads influence purchase intention. It uniquely reveals that females are more responsive to entertainment-focused and value-conscious ads. These findings provide targeted strategies for advertisers to design gender-sensitive campaigns, enhancing the model’s relevance in contemporary digital advertising contexts.

Citation

Wei, L.H., Kian Lam, T. and Mey, L.P. (2025), "Tailoring the digital pitch: gender-specific strategies for maximizing social media ad impact on purchase intention", Asia-Pacific Journal of Business Administration, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJBA-07-2024-0405