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dc.contributor.advisorHajjar, Sameren_US
dc.contributor.authorMerhbi, Yasmineen_US
dc.contributor.authorAwad, Miraen_US
dc.contributor.authorAbi Saab, Melissaen_US
dc.descriptionIncludes bibliographical references (p. 51-57).en_US
dc.descriptionSupervised by Dr. Samer Hajjar.en_US
dc.description.abstractPurpose: This research aims at exploring and comparing the perception of Lebanese consumers toward the use of women empowerment in advertising campaigns. Thus, the purpose is to offer a clear understanding on the use of femvertising in Lebanon and its effects on consumers in general, and which target audience is mostly influenced by such marketing strategies. Design/methodology/approach: The research design used in this research is cross-sectional, since it is an academic paper, and is time constrained. Data were collected using an online survey questionnaire administered to a convenience sample. Then data were transferred to SPSS for analysis, through different statistical methods based on each hypothesis. The research approach used is the deductive one, since this research is based on theories presented in the existing literature review. Findings: Results reveal that respondents in this sample positively perceive women empowerment advertisements. It shows that women are more affected by femvertising than men, since they are more emotional and consider femvertising as a way that can help in boosting their self-confidence and self-esteem. Through this study, several factors show to have an effect on Lebanese consumers attitude toward femvertising. However, this study reveals that educational level and age were the only variables that do not impact Lebanese consumers attitude toward femvertising. Practical implications: This study can be a reference for several research stakeholders who have interest to explore more "movement marketing" and its effect on organizational performance. Also, this study may have a significant impact on companies who use femvertising as their marketing strategy for the sake of increasing their profits. Theoretical implications: This research is an important source of knowledge that can be used by other researchers who are interested in studying marketing strategies. Moreover, this study may appeal and grab the attention of international researchers to further extend the existing knowledge about the topic.en_US
dc.description.statementofresponsibilityby Yasmine Merhbi, Mira Awad, Melissa Abi Saaben_US
dc.format.extent1 online resource (vii, 62 pages) :ill., tablesen_US
dc.rightsThis object is protected by copyright, and is made available here for research and educational purposes. Permission to reuse, publish, or reproduce the object beyond the personal and educational use exceptions must be obtained from the copyright holderen_US
dc.titleHow do Lebanese consumers react toward women empowerment advertising campaigns?en_US
dc.contributor.departmentDepartment of Accounting and Financeen_US
dc.contributor.facultyFaculty of Business and Managementen_US
dc.contributor.institutionUniversity of Balamanden_US
dc.rights.accessrightsThis item is under embargo until end of year 2022.en_US
Appears in Collections:UOB Theses and Projects
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