Reklamda Kadın Cinsiyet Rolleri, Femvertising ve Marka Savunuculuğu İlişkisi

Öz

Kadınların toplumsal rollerine ilişkin tartışmalar ve feminist hareketin küresel çapta yaygınlaşması, kadınların reklamlarda daha olumlu ve modern rollerde tasvir edilmeye başlanmasını sağlamıştır. Femvertising aracılığıyla markalar, kadınlara yönelik toplumsal düşünce ve davranışlarda olumlu değişimler yaratarak kadın hedef kitleye ulaşmayı amaçlamaktadır. Nike, Dove, Always ve Elidor gibi birçok küresel markanın femvertising yaklaşımını benimsediği görülmektedir. Yapılan araştırmalar femvertising’in tüketici tutum ve davranışlarını olumlu yönde etkilediğini ortaya koymaktadır. Ancak femvertising’in tüketiciler üzerindeki etkilerini kadın rolleri tutumu, femvertising’e yönelik tutum ve marka savunucuğu arasındaki ilişkiyi birlikte ele alarak inceleyen bir araştırmaya rastlanmamıştır. Buradan hareketle çalışmada, “Dove Rakamların Ötesinde” reklamı bağlamında kadın rolleri tutumu, femvertising’e yönelik tutum ve marka savunuculuğu arasındaki ilişkiler incelenmiştir. Ayrıca çalışmada kadın rolleri tutumu ile marka savunuculuğu arasındaki ilişkide femvertising’e yönelik tutumun aracılık rolü araştırılmıştır. Çalışmada korelasyon türü ilişkisel tarama modeli kapsamında ölçekler aracılığıyla veriler toplanmış ve çalışmaya 402 kadın katılımcı dahil edilmiştir. Elde edilen veriler IBM SPSS 30.0 ve Hayes Process Macro programları kullanılarak analiz edilmiştir. Araştırma sonuçları kadın rolleri tutumu, femvertising’e yönelik tutum ve marka savunuculuğu değişkenleri arasında pozitif ve anlamlı ilişkiler olduğunu göstermektedir. Bununla birlikte kadın rolleri tutumu ile marka savunuculuğu arasındaki ilişkide femvertising’e yönelik tutumun tam aracılık rolü tespit edilmiştir.

Anahtar Kelimeler

• Femvertising
• Kadın rolleri tutumu
• Reklam tutumu
• Marka savunuculuğu

Exploring the Relationship between Femvertising, Brand Advocacy, and Female Gender Roles in Advertising

Öz

Discussions on the social roles of women and the global expansion of the feminist movement have led to the portrayal of women in more positive and modern roles in advertisements. Brands aim to reach the female target audience by creating positive changes in social thoughts and behaviors towards women through femvertising. Many global brands such as Nike, Dove, Always, and Elidor have adopted the femvertising approach. Research shows that femvertising positively affects consumer attitudes and behaviors. However, there is no research that examines the effects of femvertising on consumers by considering the relationship between female roles attitude, attitude towards femvertising and brand advocacy together. Based on this, the study examined the relationships between female roles attitude, attitude towards femvertising and brand advocacy in the context of “Dove: Bigger than Numbers” advertisement. In addition, the mediating role of attitude towards femvertising in the relationship between female roles attitude and brand advocacy was investigated. The study was designed based on the correlation type relational screening model, data were collected through scales, and 402 female participants were included in the study. The data were analyzed using IBM SPSS 30.0 and Hayes Process Macro programs. The results of the study show that there are positive and significant relationships between female roles attitude, attitude towards femvertising, and brand advocacy variables. Furthermore, the full mediating role of attitude towards femvertising in the relationship between female roles attitude and brand advocacy was determined.

Anahtar Kelimeler

• Femvertising
• Attitude toward women’s roles
• Attitude toward advertising
• Brand advocacy

Kaynakça

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