Attitude Toward Femvertising: Antecedents and Consequences

Abstract

One marketing strategy that is widely used by companies is femvertising, namely advertisements that depict a positive image and empower women. Even so, research on femvertising and its effects is still very limited. This study aims to see how the influence of the antecedent variables (perceived congruence, perceived authenticity, self-consciousness and need for emotion) on the attitude toward femvertising. After that, it will also be seen how the impact of attitude toward femvertising has on brand attitude, purchase intention and E-WOM intention. The study will be conducted using a quantitative approach and SEM analysis, with data collection methods through questionnaires which will be distributed online to 285 respondents consisting of female and male consumers in all of Indonesia. The results of this study will help companies know the effect of femvertising on consumer attitudes and buying decisions to make the right advertising marketing strategy. To date, very few femvertising studies in Indonesia have focused on the antecedent and consequence variables as described in this paper.