Gender differences in instagram hashtag use
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/nega...
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my.utm.856102020-06-30T08:54:15Z http://eprints.utm.my/id/eprint/85610/ Gender differences in instagram hashtag use Zhang, Ye Hashim, Noor Hazarina Baghirov, Fakhri Murphy, Jamie HD28 Management. Industrial Management 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. Routledge 2018-05 Article PeerReviewed 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 http://dx.doi.org/10.1080/19368623.2018.1382415 |
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HD28 Management. Industrial Management Zhang, Ye Hashim, Noor Hazarina Baghirov, Fakhri Murphy, Jamie Gender differences in instagram hashtag use |
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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. |
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Article |
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Zhang, Ye Hashim, Noor Hazarina Baghirov, Fakhri Murphy, Jamie |
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Zhang, Ye Hashim, Noor Hazarina Baghirov, Fakhri Murphy, Jamie |
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Zhang, Ye |
title |
Gender differences in instagram hashtag use |
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Gender differences in instagram hashtag use |
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Gender differences in instagram hashtag use |
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Gender differences in instagram hashtag use |
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Gender differences in instagram hashtag use |
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gender differences in instagram hashtag use |
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Routledge |
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2018 |
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http://eprints.utm.my/id/eprint/85610/ http://dx.doi.org/10.1080/19368623.2018.1382415 |
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