Femvertising Uygulamalarının Tüketici Tutum ve Davranış Niyetlerine Etkisi: Kendini Feminist Tanımlamanın Düzenleyici Rolü

Abstract

Femvertising uygulamaları 1990’lı yıllardan bu yana pazarlama ve reklamcılıkta artan bir şekilde kullanılmakla birlikte son yıllarda bu uygulamaların özgünlüğü sorgulanır olmuştur. Bu çalışma femvertising uygulamalarında samimiyetin bir göstergesi olan marka-amaç uyumunun satın alma ve yönlendirme niyetleri üzerindeki etkilerini reklama yönelik tutum üzerinden incelemektedir. Bu süreçte sosyal kimliğin (kendini feminist tanımlama) düzenleyici etkileri de değerlendirilmiştir. Çalışma için geliştirilen modeli test etmek için 232 katılımcıdan anket aracılığı ile çevrimiçi ortamda veri toplanmıştır. Elde edilen bulgular marka-amaç uyumunun reklama yönelik tutumu belirlemede önemli bir faktör olduğunu, reklama yönelik tutumun da satın alma ve paylaşma niyeti üzerinde anlamlı ve olumlu yönde etkisi olduğunu göstermiştir. Ayrıca, bulgular paylaşma niyetinin reklama yönelik tutum yanında satın alma niyetinden de etkilendiğini ve sosyal kimliğin bu süreçte düzenleyici rol oynadığını göstermektedir. Araştırmadan elde edilen sonuçların literatüre katkıları tartışılmıştır.

Keywords

• Femvertising
• Feminist Reklamlar
• Sosyal Kimlik
• Paylaşma Niyeti
• Reklama Yönelik Tutum

The Effect of Femvertising on Consumer Attitudes and Behavioral Intentions: Moderating Role of Feminist Identity

Abstract

Femvertising applications have been increasingly used in marketing and advertising since the 1990s, but the authenticity of these campaigns has been criticized in recent years. This study examines the effects of brand-cause fit, which is an indicator of authenticity in femvertising practices and brand familiarity on the purchase and forwarding intentions through attitude towards advertising. The moderating effects of social identity (feminist self-identification) were also evaluated. In order to test the model developed, data were collected from 232 participants via an online questionnaire. The findings showed that brand-cause fit is an important factor in determining the attitude towards the advertisement, and the attitude towards the advertisement has a significant and positive effect on the purchase and forwarding intention. In addition, it shows that the intention to forward the message is affected by the intention to purchase as well as the attitude towards the advertisement, and social identity plays an important moderating role in this process. The contributions of the results obtained from the research to the literature are discussed.

Keywords

• Femvertising
• Feminist Ads
• Social Identity
• Forwarding Intention
• Attitude Towards Ads

References

1. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27- 41. https://doi.org/10.1177/002.224.299005400102
2. Abitbol, A., & Sternadori, M. (2018). Championing women’s empowerment as a catalyst for purchase intentions: Testing the mediating roles of OPRs and brand loyalty in the context of femvertising. International Journal of Strategic Communication, 13(1), 22-41. https://doi.org/10.1080/1553118x.2018.155.2963
3. Açer, T. M. (2022). Atasay “tak sana yakışanı” reklam filmi: Femvertising mi? Eşitsizliklerin yeniden üretimi mi? Hacettepe Üniversitesi Edebiyat Fakültesi Dergisi, 39(1), 312-329. https://doi.org/10.32600/huefd.779215
4. Åhlund, A. (2018). “Girl power in advertising”: A qualitative study of how postfeminism and intersectionality are appropriated in two advertising campaigns [Yayınlanmamış lisans tezi]. Stockholm University.
5. Ajzen, I. (2001). Nature and operation of attitudes. Annual Review Of Psychology, 52(1), 27-58. https://doi. org/10.1146/ annurev.psych.52.1.27.
6. Åkestam, N. (2017). Caring for her: The influence of presumed influence on female consumers’ attitudes towards advertising featuring gender-stereotyped portrayals. International Journal of Advertising, 37(6), 871-892. https://doi.org/10.1080/02650.487.2017.1384198
7. Åkestam, N., Rosengren, S., & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects. Psychology & Marketing, 34(8), 795-806. https://doi.org/10.1002/ mar.21023
8. Arasli, O. (2021). Reklam ve tüketim kültürü yoluyla feminizmin metalaştırılması: 8 mart dünya kadınlar günü temalı reklam filmlerinin analizi. Fe Dergi, 13(1), 107-126. https://doi.org/10.46655/federgi.946964

9. Aronson, E., Wilson, T. D., & Sommers, S. R. (2007). Social psychology. Pearson Education India.
10. Aydın, G. A., Aktaş, P. Ü., & Aydın, Ş. (2022). Kriz iletişimde femvertising stratejisinin kullanımı: Dardanel Ton “elinize sağlık “reklamı örneği. Uluslararası Medya ve İletişim Araştırmaları Hakemli Dergisi, 5(2), 259- 282. https://doi.org/10.33464/mediaj.1131673
11. Barone, M. J., Norman, A. T., & Miyazaki, A. D. (2007). Consumer response to retailer use of cause- related marketing: Is more fit better? Journal of Retailing, 83(4), 437-445. https://doi.org/10.1016/j. jretai.2007.03.006
12. Baxter, A. (2015). Faux activism in recent female-empowering advertising. Elon Journal of Undergraduate Research in Communications, 6(1), 48-58.
13. Beard, F., & Klyueva, A. (2010). George Washington Hill and the “Reach for a Lucky...” campaign. Journal of Historical Research in Marketing, 2(2), 148-165. https://doi.org/10.1108/175.575.01011042524 Becker-Herby, E. (2016). The rise of femvertising: Authentically reaching female consumers [Yayınlanmamış yüksek lisans tezi]. University of Minnesota – Twin Cities.
14. Bozbay, Z., Gürşen, A. E., Akpınar, H. M., & Yaman, Ö. K. (2019). Tüketicilerin kadın temalı reklamcılık (femvertising) uygulamalarına ilişkin değerlendirmeleri: Kalitatif bir araştırma. Galatasaray Üniversitesi İletişim Dergisi, (31), 169-190. https://doi.org/10.16878/gsuilet.509226
15. Brandt, A. M. (1996). Recruiting women smokers: The engineering of consent. Journal of the American Medical Women’s Association, 51(1-2), 63-66.
16. Çalışır, G., Aydoğan Kılıç, T., & Aksoy, F. (2021). Türkiye’de femvertising yazını: Meta-tematik açıdan değerlendirme. E. Diker & G. Çalışır (Eds.), İletişim çalışmalarında güncel yaklaşımlar ve araştırmalar içinde (pp. 137-152). Eğitim Yayınevi.
17. Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30(2), 292-304. https://doi.org/10.1086/376800
18. Champlin, S., Sterbenk, Y., Windels, K., & Poteet, M. (2019). How brand-cause fit shapes real world advertising messages: A qualitative exploration of ‘femvertising’. International Journal of Advertising, 38(8), 1240- 1263. https://doi.org/10.1080/02650.487.2019.1615294
19. Choi, C.-W. (2022). Increasing company-cause fit: The effects of a relational ad message and consumers’ cause involvement on attitude toward the CSR activity. International Journal of Advertising, 41(2), 333-353. https://doi.org/10.1080/02650.487.2020.1822060
20. Chung, C. M., & Darke, P. R. (2006). The consumer as advocate: Self-relevance, culture, and word-of-mouth. Marketing Letters, 17(4), 269-279. https://doi.org/10.1007/s11002.006.8426-7 Cohen, J. (2013). Statistical power analysis for the behavioral sciences. Routledge.
21. Curran, B. (2017). Are women stereotyped in adverts on Irish television channels & do Irish women feel the current adverts represent them? [Yayınlanmamış yüksek lisans tezi]. Institute of Technology, Sligo.
22. Dadwal, S. S., Jamal, A., Harris, T., Brown, G., & Raudhah, S. (2020). Technology and sharing economy-based business models for marketing to connected consumers. Dadwal, S.S. (Ed). Handbook of research on innovations in technology and marketing for the connected consumer içinde (ss. 62-93). IGI Global. https://doi.org/10.4018/978-1-7998-0131-3.ch004
23. Dahlén, M., & Lange, F. (2004). To challenge or not to challenge: Ad-brand incongruency and brand familiarity. Journal of Marketing Theory and Practice, 12(3), 20-35. https://doi.org/10.1080/10696.679.2004.116585 22
24. Dans, C. (2018). Commodity feminism today: An analysis of the”Always #LikeAGirl” campaign [Yayınlanmamış yüksek lisans tezi]. West Virginia University.
25. Demirtaş, H. A. (2003). Sosyal kimlik kuramı, temel kavram ve varsayımlar. İletişim Araştırmaları, 1(1), 123- 144. Drake, V. E. (2017). The impact of female empowerment in advertising (femvertising). Journal of Research in Marketing, 7(3), 593-599.
26. Duffy, B. E. (2010). Empowerment through endorsement? Polysemic meaning in dove’s user-generated advertising. Communication, Culture & Critique, 3(1), 26-43. https://doi.org/10.1111/j.1753- 9137.2009.01056.x Eckler, P., & Bolls, P. (2011). Spreading the virus. Journal of Interactive Advertising, 11(2), 1-11. https://doi.org/ 10.1080/15252.019.2011.10722180
27. Effie 2019 Kazananlar Listesi. (2019). Effie Türkiye. 18.02.2023 tarihinde https://www.effieturkiye.org/ media/30962/effie2019_kazananlarlistesi.pdf adresinden erişilmiştir.
28. Effie 2020 Kazananlar Listesi. (2020). Effie Türkiye. 18.02.2023 tarihinde https://www.effieturkiye.org/pdf/effie- 2020-kazananlar.pdf adresinden erişilmiştir.
29. Effie 2021 Kazananlar Listesi. (2021). Effie Türkiye. 18.02.2023 tarihinde https://www.effieturkiye.org/ media/31003/effie-turkiye-2021-kazananlar.pdf adresinden erişilmiştir.
30. Effie 2022 Kazananlar Listesi. (2022). Effie Türkiye. 18.02.2023 tarihinde https://www.effieturkiye.org/ media/31071/effie-turkiye-2022-kazananlar.pdf adresinden erişilmiştir.
31. Erdoğan, Z. (2022). Reklam içerik boyutlarının feminist reklam değerine yönelik kadınlar üzerindeki etkisi. Uluslararası Sosyal Bilimler Akademi Dergisi, 4(8), 110-144. https://doi.org/10.47994/usbad.1002772
32. Feng, Y., Chen, H., & He, L. (2019). Consumer responses to femvertising: A data-mining case of Dove’s “Campaign for Real Beauty” on YouTube. Journal of Advertising, 48(3), 292-301. https://doi.org/10.108 0/00913.367.2019.1602858
33. Festinger, L. (1962). Cognitive dissonance. Scientific American, 207(4), 93-106. https://www.jstor.org/ stable/24936719
34. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002.224.3781 01800104
35. Gazan, O. (2021). Cannes Lions 2021’de Türkiye’ye toplamda 6 aslan [Cannes Lions 2021]. Bigumigu. 18.02.2023 tarihinde https://bigumigu.com/haber/cannes-lions-2021de-turkiyeye-toplamda-6-aslan-cannes- lions-2021/ adresinden erişilmiştir.
36. Geantă, M. A., & Zabad, D. V. (2018). The feminist movement in marketing. Annals of the University of Craiova, Economic Sciences Series, 1(46), 135-145.
37. Goffman, E. (2014). Günlük yaşamda benliğin sunumu (3. Baskı). Metis.
38. Goldman, R., Heath, D., & Smith, S. L. (1991). Commodity feminism. Critical Studies in Media Communication, 8(3), 333-351. https://doi.org/10.1080/152.950.39109366801
39. Gupta, S., & Pirsch, J. (2006). The company‐cause‐customer fit decision in cause‐related marketing. Journal of Consumer Marketing, 23(6), 314-326. https://doi.org/10.1108/073.637.60610701850
40. Hainneville, V., Guèvremont, A., & Robinot, É. (2022). Femvertising or femwashing? Women’s perceptions of authenticity. Journal of Consumer Behaviour, 22(4), 1-9. https://doi.org/10.1002/cb.2020
41. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: International version. Pearson.
42. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
43. Haynes, S. (2016). This H&M commercial celebrates femininity in all ıts forms. Time. 17.07.2021 tarihinde https:// time.com/4502950/hm-advert-autumn-collection/ adresinden erişilmiştir.
44. Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management & Data Systems, 116(1), 2-20. https://doi.org/10.1108/IMDS-09- 2015-0382
45. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance- based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747.014.0403-8
46. Hernández Rodríguez, T. M., & Sepúlveda Ríos, I. J. (2022). Empowerment through femvertising: Reality or myth? Mercados y Negocios, (46), 83-100. https://doi.org/10.32870/myn.vi46.7669
47. Hinton, P., McMurray, I., Brownlow, C., & Cozens, B. (2004). SPSS explained. Routledge.
48. History of advertising: No 191: Old Spice’s ‘Smell Like A Man, Man’ campaign. (2017). Campaign. 25.10.2022 tarihinde https://www.campaignlive.co.uk/article/history-advertising-no-191-old-spices-smell-man- man-campaign/1436615 adresinden erişilmiştir.
49. Hsieh, J.-K., Hsieh, Y.-C., & Tang, Y.-C. (2012). Exploring the disseminating behaviors of eWOM marketing: Persuasion in online video. Electronic Commerce Research, 12(2), 201-224. https://doi.org/10.1007/ s10660.012.9091-y
50. Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55. https://doi.org/10.1080/107.055.19909540118
51. Huang, J., Chen, R., & Wang, X. (2012). Factors influencing intention to forward short Internet videos. Social Behavior and Personality: An International Journal, 40(1), 5-14. https://doi.org/10.2224/sbp.2012.40.1.5
52. Hunt, A. R. (2017). Selling empowerment: A critical analysis of femvertising [Yayınlanmamış lisans tezi]. Boston College of Arts and Sciences.
53. İnceoğlu, İ., & Onayli-Şengül, G. (2018). Bir femvertising örneği olarak Nike bizi böyle bilin reklam filmine eleştirel bakış. Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi, 1(2), 20-36.
54. Junior Ladeira, W., Santiago, J. K., de Oliveira Santini, F., & Costa Pinto, D. (2022). Impact of brand familiarity on attitude formation: Insights and generalizations from a meta-analysis. Journal of Product & Brand Management, 31(8), 1168-1179. https://doi.org/10.1108/jpbm-10-2020-3166
55. Kapoor, D., & Munjal, A. (2019). Self-consciousness and emotions driving femvertising: A path analysis of women’s attitude towards femvertising, forwarding intention and purchase intention. Journal of Marketing Communications, 25(2), 137-157. https://doi.org/10.1080/13527.266.2017.1338611
56. Karulkar, Y., Arya, S., Gujral, S., Sharma, A., & Pokharna, M. (2019). Does femvertising matter? A study in the Indian context. International Journal of Research and Analytical Reviews, 6(1), 815-825.
57. Kırlı, E. S. D., & Çakır, N. T. (2021). Postfeminist bir pazarlama stratejisi olarak femvertising: Nike, Molped ve Elidor reklamları örneği. Türkiye İletişim Araştırmaları Dergisi, (38), 364-385. https://doi.org/10.17829/ turcom.932211
58. Köktürk, G. (2021). Kurumsal sosyal sorumluluk uygulaması olarak “feminist” reklamcılığın (femvertising) postfeminizm ve meta feminizmi bağlamında incelenmesi ve kadın tüketiciler üzerindeki etkisi [Yayınlanmamış yüksek lisans tezi]. İstanbul Üniversitesi.
59. Kristal Elma 2022 – kazananlar. (2022). Kristal Elma. 18.02.2023 tarihinde https://kristalelma.org.tr/ media/13715/kazananlar-2022-gu-ncelxlsx-toplu-1.pdf adresinden erişilmiştir.
60. Lam, L. W. (2012). Impact of competitiveness on salespeople’s commitment and performance. Journal of Business Research, 65(9), 1328-1334. https://doi.org/10.1016/j.jbusres.2011.10.026
61. Leigh, J. H. (1992). Modality congruence, multiple resource theory and intermedia broadcast comparisons: An elaboration. Journal of Advertising, 21(2), 55-62. https://doi.org/10.1080/00913.367.1992.10673369
62. MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65. https://doi.org/10.1177/ 002.224.298905300204
63. Maclaran, P., & Kravets, O. (2018). Feminist perspectives in marketing: Past, present, and future. Tadajewski, M., Higgins, M., Denegri-Knott, J. & Varman, R. (Eds.), The Routledge Companion to Critical Marketing içinde (pp. 64-82). Routledge.
64. Marcus Reker, K. B. (2016). “Why can’t run ‘like a girl’also mean win the race?”: Commodity feminism and participatory branding as forms of self-therapy in the neoliberal advertising space [Yayınlanmamış lisans tezi]. Scripps College.
65. McCabe, J. (2005). What’s in a label? The relationship between feminist self-identification and “feminist” attitudes among US women and men. Gender & Society, 19(4), 480-505. https://doi. org/10.1177/089.124.3204273498
66. Meşe, S. (2022). Türkiye’de postfeminist kültürün izini sürmek:”Çıtır” kadın filmlerinin genç kadınlar tarafından alımlanması [Yayınlanmamış yüksek lisans tezi]. Hacettepe Üniversitesi
67. Muller, S. (2015). Why ‘fem-vertising’ is working for Lane Bryant, Pantene, Nike, Under Armour, Always. Forbes. 18.05.2022 tarihinde https://www.forbes.com/sites/onmarketing/2015/05/18/why-fem-vertising- is-working-for-lane-bryant-pantene-nike-under-armour-always/?sh=2530f70116b2 adresinden erişilmiştir.
68. Myaskovsky, L., & Wittig, M. A. (1997). Predictors of feminist social identity among college women. Sex Roles, 37(11-12), 861-883. https://doi.org/10.1007/bf02936344
69. Nan, X., & Heo, K. (2007). Consumer responses to corporate social responsibility (CSR) initiatives: Examining the role of brand-cause fit in cause-related marketing. Journal of Advertising, 36(2), 63-74. https://doi. org/10.2753/JOA0091.336.7360204
70. Ngan, H. M. K., Prendergast, G. P., & Tsang, A. S. L. (2011). Linking sports sponsorship with purchase intentions. European Journal of Marketing, 45(4), 551-566. https://doi.org/10.1108/030.905.61111111334
71. Norman, P., Clark, T., & Walker, G. (2005). The theory of planned behavior, descriptive norms, and the moderating role of group identification. Journal of Applied Social Psychology, 35(5), 1008-1029. https:// doi.org/10.1111/j.1559-1816.2005.tb02157.x
72. Odabaşı, Y., & Barış, G. (2002). Tüketici davranışları. MediaCat.
73. Özbaş, H. (2019). Yeni çağın parmak aktivistleri slaktivistler: Profil belirlemeye yönelik keşifsel bir araştırma [Yayınlanmamış yüksek lisans tezi]. Anadolu Üniversitesi.
74. Petrescu, M., & Korgaonkar, P. (2011). Viral advertising: Definitional review and synthesis. Journal of Internet Commerce, 10(3), 208-226. https://doi.org/10.1080/15332.861.2011.596007
75. Petrescu, M., Korgaonkar, P., & Gironda, J. (2015). Viral advertising: A field experiment on viral ıntentions and purchase intentions. Journal of Internet Commerce, 14(3), 384-405. https://doi.org/10.1080/15332.861. 2015.1080057
76. Pracejus, J. W., & Olsen, G. D. (2004). The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. Journal of Business Research, 57(6), 635-640. https://doi.org/10.1016/S0148-2963(02)00306-5
77. Rhee, E. S., & Jung, W. S. (2019). Brand familiarity as a moderating factor in the ad and brand attitude relationship and advertising appeals. Journal of Marketing Communications, 25(6), 571-585. https://doi.org/10.1080 /13527.266.2018.1461124
78. Rodríguez Pérez, M. P., & Gutiérrez Almanzor, M. (2017). “Femvertising”: Female empowering strategies in recent Spanish commercials. Investigaciones Feministas, 8(2), 337-351. https://doi.org/10.5209/ infe.54867
79. Schoenmueller, V., Bruhn, M., Walther, E., & Schaefer, D. (2013). Self-congruity with viral messages: Investigating its impact on message perception and forwarding intentions. European Advances in Consumer Research, 10, 253-254.
80. Şener, G., Öztürk, E., & Yönet, Ö. (2020). Effie Awards Türkiye 2020 televizyon reklamlarının toplumsal cinsiyet eşitliği karnesi araştırması. 30.11.2019 tarihinde https://www.rvd.org.tr/uploads/2021/03/ effie2020sunum_son.pdf adresinden erişilmiştir.
81. SharadhaR. (2020). An analysis of Dove’s breakthrough marketing campaign, “Real Beauty”. Medium. 18.02.2023 tarihinde https://medium.com/hustle-monk/doves-breakthrough-marketing-campaign-involved- empowerment-of-real-women-ad2734c0188a adresinden erişilmiştir.
82. Sharma, S., & Bumb, A. (2022). Femluencing: Integration of femvertising and influencer marketing on social media. Journal of Interactive Advertising, 22(1), 95-111. https://doi.org/10.1080/15252.019.2022.2032493
83. Soares, A. M., & Elmashhara, M. G. (2020). Emotional, sensory, and social dimensions of consumer buying behavior. IGI Global.
84. Soler, C. F. (2019). Femvertising and postfeminism: An investigation of postfeminist female consumers’ engagement with femvertising-led campaigns [Yayınlanmamış yüksek lisans tezi]. Dublin, National College of Ireland.
85. Sterbenk, Y., Champlin, S., Windels, K., & Shelton, S. (2022). Is femvertising the new greenwashing? Examining corporate commitment to gender equality. Journal of Business Ethics, 177(3), 491-505. https://doi.org/10.1007/s10551.021.04755-x
86. Sternadori, M., & Abitbol, A. (2019). Support for women’s rights and feminist self-identification as antecedents of attitude toward femvertising. Journal of Consumer Marketing, 36(6), 740-750. https://doi.org/10.1108/ jcm-05-2018-2661
87. Sundaram, D., & Webster, C. (1999). The role of brand familiarity on the impact of word-of-mouth communication on brand evaluations. ACR North American Advances, 26, 664-670.
88. Tajfel, H. (2016). Social identity and intergroup behaviour. Social Science Information, 13(2), 65-93. https://doi. org/10.1177/053.901.847401300204
89. Terry, D. J., Hogg, M. A., & White, K. M. (1999). The theory of planned behaviour: Self-identity, social identity and group norms. British Journal of Social Psychology, 38(3), 225-244. https://doi. org/10.1348/014.466.699164149
90. Torres, I. M., & Briggs, E. (2007). Identification effects on advertising response: The moderating role of involvement. Journal of Advertising, 36(3), 97-108. https://doi.org/10.2753/joa0091.336.7360307
91. Tsai, W.-H. S., Shata, A., & Tian, S. (2019). En-gendering power and empowerment in advertising: A content analysis. Journal of Current Issues & Research in Advertising, 42(1), 19-33. https://doi.org/10.1080/1064 1.734.2019.1687057
92. Turner, J. C., Hogg, M. A., Oakes, P. J., Reicher, S. D., & Wetherell, M. S. (1987). Rediscovering the social group: A self-categorization theory. Blackwell.
93. Ügümü, P., Adalı Aydın, G., & Aydın, Ş. (2017). Reklamlarda lgbti+ bireylerin toplumsal cinsiyet ve tüketim kültürü çerçevesinde sunumu. Global Media Journal TR Edition, 7(14), 239-265.
94. Um, N. (2021). Antecedents and consequences of attitude toward femvertising. The Journal of the Korea Contents Association, 21(1), 66-74. https://doi.org/10.5392/JKCA.2021.21.01.066
95. Ünlükaya, A. (2021). Kadın odaklı reklamcılıkta (femvertising) sunulan postfeminist söylemler: L’oreal Paris– “This Is an Ad For Men” reklam afişlerinin göstergebilimsel çözümlemesi. Nişantaşı Üniversitesi Sosyal Bilimler Dergisi, 9(1), 1-19. https://doi.org/10.52122/nisantasisbd.871208
96. Varghese, N., & Kumar, N. (2020). Feminism in advertising: Irony or revolution? A critical review of femvertising. Feminist Media Studies, 22(2), 441-459. https://doi.org/10.1080/14680.777.2020.1825510
97. Wallace, K. (2015). Femvertising: Ads targeting women do plenty for brands. CNN. 25.10.2022 tarihinde https:// edition.cnn.com/2015/07/21/living/femvertising-ads-women-girls-success-feat/index.html adresinden erişilmiştir.
98. Wells, W. D. (1964). EQ, son of EQ, and the reaction profile. Journal of Marketing, 28(4), 45-52. https://doi.org/ 10.1177/002.224.296402800409
99. Wen, T. J., Choi, C. W., Wu, L., & Morris, J. D. (2021). Empowering emotion: The driving force of share and purchase intentions in viral advertising. Journal of Current Issues & Research in Advertising, 43(1), 47- 67.https://doi.org/10.1080/10641.734.2021.1937408
100. Windels, K., Champlin, S., Shelton, S., Sterbenk, Y., & Poteet, M. (2019). Selling feminism: How female empowerment campaigns employ postfeminist discourses. Journal of Advertising, 49(1), 18-33. https:// doi.org/10.1080/00913.367.2019.1681035
101. Wojcicki, S. (2016). YouTube’da güçlendirici mesaj içerikli reklamların etkisi üzerine. Google. 18.02.2023 tarihinde https://www.thinkwithgoogle.com/intl/tr-tr/pazarlama-stratejileri/video/susan-wojcicki-youtubeda- guclendirici-mesaj-icerikli-reklamlarin-etkisi-uzerine/ adresinden erişilmiştir.
102. Yıldız, E. (2020). SmartPLS ile yapısal eşitlik modellemesi. Seçkin Yayıncılık.
103. Yıldız, S. (2022). Duyarlılık mı? Duyar kasma mı? Marka Aktivizmine yönelik tepkilerin kullanıcı içerikleri üzerinden değerlendirilmesi. Etkileşim, (10), 156-185. https://doi.org/10.32739/etkilesim.2022.5.10.174
104. Zdravkovic, S., Magnusson, P., & Stanley, S. M. (2010). Dimensions of fit between a brand and a social cause and their influence on attitudes. International Journal of Research in Marketing, 27(2), 151-160. https://doi. org/10.1016/j.ijresmar.2010.01.005