Leveraging facebook poll ads platform to measure gender differences in job satisfaction: case of Uzbekistan

Аннотация

The purpose of this study is to find out about the level of job satisfaction in Uzbekistan and to assess the effectiveness of the Facebook poll ads. The single-item measure scale of job satisfaction was implemented to test the effectiveness of the Facebook Poll Ads campaign as a means for collecting the responses. The results indicated a significant difference in satisfaction levels between males and females. The study demonstrates unique results because of limited similar research within the country on the topic of employee satisfaction. Study applies the novel use of Facebook poll ads in research as a main tool to collect responses from participants. The findings can serve as a ground for Facebook, to consider the expansion of Poll Ads by adding several questions in one ad which would enable researchers to collect data at the fastest, effective and more affordable way. Keywords: Uzbekistan, job satisfaction, social media recruitment, Facebook ads, gender differences in job satisfaction, online advertising.