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

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.