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

Öz

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.

Anahtar Kelimeler

• 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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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