Men, Women, Microblogging: Where Do We Stand?

Baumann, Annika; Krasnova, Hanna; Veltri, Natasha F.; Yunsi, Ye (March 2015). Men, Women, Microblogging: Where Do We Stand? In: 12. Internationale Tagung Wirtschaftsinformatik. Wirtschaftsinformatik Proceedings 2015. Paper 58. Osnabrück, Deutschland. 04.03.-06.03.2015.

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With millions of users worldwide, microblogging has developed into a powerful tool for interaction and information dissemination. While both men and women readily use this technology, there are significant differences in how they embrace it. Understanding these differences is important to ensure gender parity, provide advertisers with actionable insights on the marketing potential of both groups, and to inform current theories on how microblogging affordances shape gender roles. So far, existing research has not provided a unified framework for such analysis, with gender insights scattered across multiple studies. To fill this gap, our study conducts a comprehensive meta-review of existing research. We find that current discourse offers a solid body of knowledge on gender differences in adoption, shared content, stylistic presentation, and a rather convoluted picture of female and male interaction. Together, our structured findings offer a deeper insight into the underlying dynamics of gender differences in microblogging.

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