Journal of
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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Looking for Love on Craigslist: An Examination of Gender
Differences in Self-Marketing Online
Author(s): Cara O. Peters, Jane B. Thomas, Richard Morris
Citation: Cara O. Peters, Jane B. Thomas, Richard Morris, (2013) "Looking for Love on Craigslist: An Examination of Gender Differences in Self-Marketing Online," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 3, pp. 79 - 95
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The purpose of this research is to examine the self-marketing occurring among heterosexual men and
women who are advertising for a prospective date on the social media site, Craigslist. Qualitative and
quantitative analysis of 1,200 posts was conducted. The findings offer unique insight into differences
between males and females that can be used when creating marketing messages. The results illustrate
that language is an imprecise form in how people read and understand the written and spoken word. It is
important for marketers to understand the criteria that consumers are searching for and the language
that they use in self-marketing.
