Femvertising’s Effects on Brand Loyalty and Purchase Intent within Gen Z Woman-Identifying Consumers

Date of Award

5-5-2024

Degree Name

M.A. in Communication

Department

Department of Communication

Advisor/Chair

Alan Abitbol

Abstract

The purpose of this study is to analyze and investigate how woman-identifying consumers connect with and associate femvertising messages with the companies that use them. Some ways in which these connections can be analyzed are through brand loyalty and purchase intention. This study specifically looks at Gen Z women as a target audience for feminine advertising messages. To analyze femvertising in action, the survey for this study included a video clip from the established company, Dove, and its Real Beauty campaign. Through a nonprobability quantitative survey of woman- identifying consumers, aged 18 to 24 (N =101), this study found that there were significant positive relationships between woman-identifying consumers’ company CSR associations and their brand loyalty, as well as purchase intention. Furthermore, significant results showed a positive relationship between brand loyalty and intention to purchase in woman-identifying individuals. Finally, this study found that loyalty was a key mediator between CSR associations and purchase intent. Implications for this study and future research suggestions are discussed.

Keywords

Femvertising, Brand Loyalty, Purchase Intent, Corporate social responsibility, Woman-identifying consumers

Rights Statement

Copyright 2024, author

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