How do Lebanese consumers react toward women empowerment advertising campaigns?

Abstract

Purpose: 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.