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http://dx.doi.org/10.14400/JDC.2021.19.5.415

Factors Affecting the Attitude of femvertising : focusing on the differences according to 'Gender', 'Age', 'Attitude to Feminism'  

KIM, Ji-EUN (Department of Public Relations & Advertising, Sookmyung Women's University)
Publication Information
Journal of Digital Convergence / v.19, no.5, 2021 , pp. 415-421 More about this Journal
Abstract
Femvertising is an advertising campaign for women's rights, and has recently been used as a marketing strategy for various brands along with feminism, an important social discussion. This study analyzed the effect of consumer's factors such as gender, age, and attitude to feminism on advertising attitudes. As a result, the factor of 'gender' showed statistically significant differences about attitudes toward femvertising. but 'gender' factor was not. And 'attitudes to feminism' factors have proven to have a significant influence on attitudes toward femvertising. This study will serve as a platform for femvertising to be discussed as an important social agenda, not just a marketing tool.
Keywords
Femvertising; Feminism; Advertising effect; Social movement marketing; Cause marketing;
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