A SECONDARY DATA ANALYSIS OF GENDER DIFFERENCES IN SOCIAL MEDIA MARKETING, LUXURY BRAND EQUITY, BRAND LOYALTY, AND REPURCHASE INTENTION AMONG THAI ONLINE LUXURY CONSUMERS
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Abstract
Gender is a theoretically significant moderating factor in consumer behavior; however, empirical evidence remains limited in luxury brand research within Thailand’s digital marketing context. This study employed a quantitative research design using secondary data analysis. The objectives were to 1) Compare social media marketing (SMM) levels between genders, 2) Compare brand loyalty and repurchase intention between genders, 3) Examine the relationships between SMM and both brand loyalty and repurchase intention by gender, and 4) Analyze regression paths from SMM to repurchase intention for male and female groups. A convenience sample of 430 participants was drawn from online luxury consumers in Bangkok, comprising 315 females (73.3%) and 115 males (26.7%). The research instrument was a 20 item questionnaire measuring four constructs: SMM (6 items), Brand Equity of Luxury (6 items), Brand Loyalty (5 items), and Repurchase Intention (3 items). Data were analyzed using independent-samples t-tests, gender-stratified Pearson correlations, Fisher’s Z tests, and ordinary least squares regression with Python. The findings revealed that 1) Female consumers scored significantly higher than males on SMM; 2) Female consumers scored significantly higher on both brand loyalty and repurchase intention; 3) The SMM-brand loyalty correlation differed significantly between females (r = .499) and males (r = .655), with the eWOM dimension showing the largest gender gap; and 4) The direct path to repurchase intention was statistically significant among females (B = 0.242) but not among males (B = 0.178). Brand equity did not differ significantly between genders but continued to drive brand loyalty in both groups.
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References
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