Gender differences in using social networks: some research before and after the Covid-19 pandemic period
DOI:
https://doi.org/10.15503/emet2025.40.54Keywords:
gender differences, social networks, Covid-19 periodAbstract
Due to their widespread and everyday use, social networks are increasingly becoming a subject of scientific research, particularly in efforts to understand their influence on aware- ness ecology, perceptions, and behaviour. In this paper, we present examples of research conducted both before and after the COVID-19 pandemic. Accordingly, we will highlight one of our previous studies, which would be worth replicating in the current context of more frequent and extensive social media use. A study conducted in Montenegro revealed gender-based differences in the motivations for using social networks, particularly in seek- ing entertainment and psychological relaxation, as well as in tendencies to follow others’ profiles and maintain social connections. Research conducted in the post-COVID-19 period has also identified several notable gender differences in the use of social networking plat- forms. Women tend to use social media to seek emotional support and foster social connec- tions, whereas men are more inclined to use it for acquiring information, entertainment, and professional purposes. Women also show a stronger preference for platforms focused on communication and visual content, while men favour those centered on content consump- tion and discourse. Overall, research indicates that gender-based patterns in expressing social needs and emotions on social networks have remained relatively consistent before and during the COVID-19 pandemic. However, there are also studies in which gender is not recognised as a significant factor in the development of habits related to social media use. Due to the lack of systematic psychological research on this phenomenon in the context of Montenegro, and considering the importance that social media holds for the community, it is important to conduct further empirical research involving a broader population sample and a more detailed examination of the role of sociodemographic factors, including gender, in the formation of digital habits.
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