The Influence of Product Gender on Frequency of Code-switching in Online Advertisements: A Study on the Saudi Digital Marketing Platform Maroof

Code-switching can be a successful marketing strategy in online advertisements even when the targeted audience is monolingual. Yet, little research was conducted on its frequency or attitudes towards it, especially Middle Eastern context. Additionally, most current code-switching bilingual communities. Such gaps literature contribute to significance of study. Therefore, this paper an attempt investigate whether gender factor influencing both and preferences written listed Maroof, Saudi governmental platform for verifying local shops. Two questions were formulated determine if male female products statistically different check recipients have code-choice depending which product made. A textual analysis questionnaire employed answer these questions. Fifty randomly selected shops containing women compared with fifty other advertising men’s products. The mostly Arabic monolingual groups (82% 76% women’s products). However, group had significantly higher code-switching, p-value 0.46. completed by 936 respondents revealed that English are favored considerable number respondents, despite their complete absence sampled advertisements. also seem influenced linguistic constraints.