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Femvertising : efeitos no brand engagement e no emotional brand attachment
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A adoção de retratos estereotipados da mulher tem sido uma prática comum na publicidade. Em especial, observam-se anúncios que retratam de forma negativa e desatualizada o papel da mulher na sociedade e as ocupações profissionais que pratica. Para combater isto, surgiu o femvertising (female empowerment advertising), um conceito que apela a anúncios que empoderem a mulher através de várias fontes, sendo uma delas o conhecimento,a fonte em estudo nesta investigação.
A crescente aplicabilidade destes retratos ressalta a relevância de explorar os benefícios que esta prática poderá originar para as marcas. Assim, este estudo pretendeu analisar quais os impactos do femvertising para as marcas junto da população feminina, o objeto deste tipo de retratos. Estes impactos foram analisados em termos do comportamento do consumidor, através do brand engagement e do emotional brand attachment. Concretamente, propôs-se que o femvertising (vs. retratos tradicionais} origina um maior brand engagement e um maior emotional brand attachment.
Para atingir este objetivo, foi conduzida uma pesquisa quantitativa por meio de uma experiência. A recolha de dados foi realizada com recurso a um inquérito por questionário online, que contou com respostas de 466 indivíduos do sexo feminino. Os resultados indicam
uma relação positiva entre anúncios de femvertising (vs. anúncios tradicionais} e brand
engagement e emotional brand attachment. Apesar de estudos na área se focarem nas vantagens do femvertising para a beleza como fonte de empoderamento, este estudo demonstrou que outras fontes de poder também se revelam benéficas para as marcas. Os resultados sugerem que profissionais na área irão ganhar ao adotarem estes retratos do publico feminino junto desta população.
Stereotypical portrayals of women have been a common practice in advertising. In particular, we see adverts that portray the role of women in society and their professional occupations in a negative and outdated way. To combat this, femvertising (female empowerment advertising) emerged, a concept that calls for ads that empower women through various sources, one of which is knowledge, the source under study in this research. The growing applicability of these portrayals emphasises the importance of exploring the benefits that this practice can bring to brands. Therefore, this study aimed to analyse the impacts of femvertising for brands among the female population, the object of this type of portrayal. These impacts were analysed in terms of consumer behaviour, through brand engagement and emotional brand attachment. Specifically, it was proposed that femvertising (vs. traditional portraits) leads to greater brand engagement and emotional brand attachment. To achieve this objective, quantitative research was conducted using an experiment. Data was collected using an online questionnaire survey, with responses from 466 females. The results indicate a positive relationship between femvertising ads (vs. traditional ads) and brand engagement and emotional brand attachment. Although studies in the field have focused on the advantages of femvertising for beauty as a source of empowerment, this study has shown that other sources of power are also beneficial for brands. The results suggest that professionals in the field stand to gain from adopting these portrayals of the female audience.
Stereotypical portrayals of women have been a common practice in advertising. In particular, we see adverts that portray the role of women in society and their professional occupations in a negative and outdated way. To combat this, femvertising (female empowerment advertising) emerged, a concept that calls for ads that empower women through various sources, one of which is knowledge, the source under study in this research. The growing applicability of these portrayals emphasises the importance of exploring the benefits that this practice can bring to brands. Therefore, this study aimed to analyse the impacts of femvertising for brands among the female population, the object of this type of portrayal. These impacts were analysed in terms of consumer behaviour, through brand engagement and emotional brand attachment. Specifically, it was proposed that femvertising (vs. traditional portraits) leads to greater brand engagement and emotional brand attachment. To achieve this objective, quantitative research was conducted using an experiment. Data was collected using an online questionnaire survey, with responses from 466 females. The results indicate a positive relationship between femvertising ads (vs. traditional ads) and brand engagement and emotional brand attachment. Although studies in the field have focused on the advantages of femvertising for beauty as a source of empowerment, this study has shown that other sources of power are also beneficial for brands. The results suggest that professionals in the field stand to gain from adopting these portrayals of the female audience.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Femvertising Publicidade feminina Comportamento do consumidor Brand engagement Emotional brand attachment Female advertising Consumer behaviour
Contexto Educativo
Citação
Fonseca, Beatriz Maria Bugia de (2023). “ Femvertising : efeitos no brand engagement e no emotional brand attachment”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão