Gender and Mobile Access Method Differences of Millennials in Social Media Evaluation and Usage: An Empirical Test

Social media sites have emerged as important communication channels available to firms to reach out and engage with Millennial users. This research study investigated how these Millennial users assessed their experience by testing for gender and mobile access method differences in their evaluation and usage of three types of social media. MANOVA analysis results show significant gender differences in the evaluation of social media sites with females consistently showing higher social media site satisfaction and loyalty than males. In addition, the study found significant differences in social media satisfaction and usage of Twitter and Facebook depending on the mobile access method. Managerial implications and future research directions are discussed.