This study aims to explore the moderating role of gender in the effectiveness of social media marketing strategies on the performance of firms within the Fast-Moving Consumer Goods sector in Zimbabwe. The central problem addressed is the lack of comprehensive understanding and implementation of gender dynamics in social media marketing, which diminishes campaign efficacy. The research is theoretically underpinned by the Uses and Gratifications Theory and the Elaboration Likelihood Model to explain media engagement and information processing. A quantitative, cross-sectional research design was employed, involving a sample of 360 managerial employees, and data were analysed using Structural Equation Modelling and Hayes’ PROCESS macro. The key findings reveal that both ad content quality and ad frequency significantly enhance firm performance. Notably, gender plays a moderating role in the relationship between ad frequency and performance, which indicates that female managers exhibit greater sensitivity to advertising frequency compared to their male counterparts. This study contributes to the existing literature by highlighting the nuanced role of gender in digital marketing strategies, thus providing empirical insights for practitioners to optimize their marketing approaches. Methodologically, the combined use of SEM and Hayes’ PROCESS macro provides a more granular examination of moderation effects than previous research, positioning the study as one of the first to empirically isolate which social media marketing dimensions require gender-sensitive strategic adaptation.

This study explores the impact of gender on the efficacy of social media marketing techniques within the Fast-Moving Consumer Goods (FMCG) sector in Zimbabwe. The study emphasises the significance of incorporating gender considerations into marketing plans by analysing the effects of several marketing aspects, including advertisement quality and frequency, on business performance. This research is significant as it elucidates the distinct responses of male and female managers to social media marketing. Comprehending these distinctions can assist firms in formulating more efficacious marketing efforts that resonate with their target demographics, ultimately resulting in enhanced performance and consumer engagement. The study's key findings indicate that both the quality and frequency of advertisements substantially enhance business performance. Furthermore, female managers exhibit heightened sensitivity to the frequency of advertisements, indicating that companies ought to customise their marketing strategy to account for these gender disparities. This research offers significant insights for firms aiming to improve their marketing strategies in a competitive landscape.