Unveiling femvertising: examining gratitude, consumers attitude towards femvertising and personality traits
AbstractThe raised awareness of women’s rights has resulted in their significant contribution to economic and societal advancement in the contemporary global paradigm. The promotion of female empowerment by various corporations has led to the emergence of femvertising as a significant trend in the m...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2024-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2023.2297448 |
| _version_ | 1797352409439141888 |
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| author | Amber Waqar Mahwish Jamil Nabil Mohemmed AL-Hazmi Aleena Amir |
| author_facet | Amber Waqar Mahwish Jamil Nabil Mohemmed AL-Hazmi Aleena Amir |
| author_sort | Amber Waqar |
| collection | DOAJ |
| description | AbstractThe raised awareness of women’s rights has resulted in their significant contribution to economic and societal advancement in the contemporary global paradigm. The promotion of female empowerment by various corporations has led to the emergence of femvertising as a significant trend in the media. The current research attempts to empirically examine the relationship between the message involvement of consumers and their attitude towards femvertising. The present study further investigates the potential mediating role of gratitude in the relationship between message involvement and attitude towards femvertising among consumers. Moreover, this study provides additional evidence supporting the notion that gratitude serves as a mediator in the association between feminist consciousness and attitude towards femvertising. In addition, the moderating influence of personality traits, specifically extraversion and agreeableness, on the indirect association between message involvement/feminist consciousness and attitude towards femvertising through the mediating mechanism of gratitude has been tested. The data collection process involved the utilization of a survey instrument, while the hypotheses were subjected to testing through the use of PROCESS macros for SPSS. |
| first_indexed | 2024-03-08T13:15:06Z |
| format | Article |
| id | doaj.art-2fa0ba2e4ee7443f8802c77d051653c4 |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-03-08T13:15:06Z |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-2fa0ba2e4ee7443f8802c77d051653c42024-01-18T08:04:43ZengTaylor & Francis GroupCogent Business & Management2331-19752024-12-0111110.1080/23311975.2023.2297448Unveiling femvertising: examining gratitude, consumers attitude towards femvertising and personality traitsAmber Waqar0Mahwish Jamil1Nabil Mohemmed AL-Hazmi2Aleena Amir3Faculty of Knowledge Unit of Business, Economics, Accounting and Commerce, University of Management and Technology, Sialkot, PakistanDepartment of Management Sciences, University of South Asia, Lahore, PakistanDepartment of Marketing, College of Business Administration, Prince Sattam Bin Abdulaziz University, Al-Kharj, Kingdom of Saudi ArabiaDepartment of International Business & Marketing, National University of Sciences & technology, Islamabad, PakistanAbstractThe raised awareness of women’s rights has resulted in their significant contribution to economic and societal advancement in the contemporary global paradigm. The promotion of female empowerment by various corporations has led to the emergence of femvertising as a significant trend in the media. The current research attempts to empirically examine the relationship between the message involvement of consumers and their attitude towards femvertising. The present study further investigates the potential mediating role of gratitude in the relationship between message involvement and attitude towards femvertising among consumers. Moreover, this study provides additional evidence supporting the notion that gratitude serves as a mediator in the association between feminist consciousness and attitude towards femvertising. In addition, the moderating influence of personality traits, specifically extraversion and agreeableness, on the indirect association between message involvement/feminist consciousness and attitude towards femvertising through the mediating mechanism of gratitude has been tested. The data collection process involved the utilization of a survey instrument, while the hypotheses were subjected to testing through the use of PROCESS macros for SPSS.https://www.tandfonline.com/doi/10.1080/23311975.2023.2297448Femvertisingfeminist consciousnessgratitudemessage involvementand personality traitsKaouther Kooli, Bournemouth University, United Kingdom |
| spellingShingle | Amber Waqar Mahwish Jamil Nabil Mohemmed AL-Hazmi Aleena Amir Unveiling femvertising: examining gratitude, consumers attitude towards femvertising and personality traits Cogent Business & Management Femvertising feminist consciousness gratitude message involvement and personality traits Kaouther Kooli, Bournemouth University, United Kingdom |
| title | Unveiling femvertising: examining gratitude, consumers attitude towards femvertising and personality traits |
| title_full | Unveiling femvertising: examining gratitude, consumers attitude towards femvertising and personality traits |
| title_fullStr | Unveiling femvertising: examining gratitude, consumers attitude towards femvertising and personality traits |
| title_full_unstemmed | Unveiling femvertising: examining gratitude, consumers attitude towards femvertising and personality traits |
| title_short | Unveiling femvertising: examining gratitude, consumers attitude towards femvertising and personality traits |
| title_sort | unveiling femvertising examining gratitude consumers attitude towards femvertising and personality traits |
| topic | Femvertising feminist consciousness gratitude message involvement and personality traits Kaouther Kooli, Bournemouth University, United Kingdom |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2023.2297448 |
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