With the rise of social media and internet marketing, the copywriting skills of marketers have become increasingly important.
Knowing how to precisely tailor products and copy to the audience of one's own brand has become one of the key skills that marketers value.
This study identifies 'gender' as a significant factor influencing the design of marketing copy and the selection of target products.
The theoretical contribution lies in advancing relevant research on the strategies for managing Facebook fan pages, while in practice, it provides guidance for copywriting in the fan page management of travel agencies.
This paper has been awarded the Excellent Paper Award by the Management Review in 2022. Interested readers are welcome to download and read it at the following website.
Chang, Hsin-Lu and Yu-Hsien Kung (2023), “Copywriting Strategies in Tourism Facebook Fan Page Marketing: Investigating the Role of Gender Differences,” Management Review, 42(2), 1-21.
https://www.management-review.org/zh/all-issues/articles/aa-10
Special thanks to Professor Hsin-Lu Chang for her assistance in recording, and to the funding support from the Digital Communication Project of the Research Institute for the Humanities and Social Sciences, National Science and Technology Council Center.