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Article

1,401 Views

17 Pages

The Impact and Mechanism of Femvertising in Male Consumers’ Gift Purchasing Intention

Siyu Yang,
Zengrui Xiao and
Diqing Qian

J. Theor. Appl. Electron. Commer. Res.2025, 20(2), 112;https://doi.org/10.3390/jtaer20020112

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23 May 2025

Femvertising is increasingly being used by brands to showcase their values and attract consumers, especially in the fashion industry. Previous studies mainly focused on its impact on female consumers, while the perceptions and responses of male consu...

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Article

1 Citations

2,662 Views

18 Pages

Femvertising and COVID-19—What Did Brand Owners Broadcast during the Lockdown?

Carmen Jambrino-Maldonado,
Patricia P. Iglesias-Sánchez,
Carlos de las Heras-Pedrosa,
Fernando Olivares-Delgado and
María T. Benlloch-Osuna

Systems2023, 11(4), 186;https://doi.org/10.3390/systems11040186

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6 April 2023

The aim of this study was to analyze, from a gender perspective, advertising broadcasts during a time of crisis. A holistic perspective of the stereotypes, roles, professions, and gender relations represented is offered by utilizing a content analysi...

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