A field research on the effect of consumer sensitivity to equality in gender roles on their involvement in advertisements
In today’s world, brands try to strengthen their position in their industry and enhance their connexion with consumers by showcasing themselves on social issues to influence consumers and positively affect their brand image. Gender equality has recently become prominent among these social issues. Ac...
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| Format: | Article |
| Language: | English |
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Istanbul University Press
2024-07-01
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| Series: | Connectist Istanbul University Journal of Communication Sciences |
| Subjects: | |
| Online Access: | https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/B1676412FF7140CFAC3E2932D6FFD3FD |
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| _version_ | 1850281737956884480 |
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| author | Melis Gey Cihan Becan |
| author_facet | Melis Gey Cihan Becan |
| author_sort | Melis Gey |
| collection | DOAJ |
| description | In today’s world, brands try to strengthen their position in their industry and enhance their connexion with consumers by showcasing themselves on social issues to influence consumers and positively affect their brand image. Gender equality has recently become prominent among these social issues. Accordingly, this study examines consumers’ sensitivity to advertisements that promote gender equality. The aim of this study is to measure the impact of consumers’ sensitivity to equality in gender roles on their involvement in advertisements and to scrutinize their sensitivities and opinions regarding ads in this context. In the research, which employs a mixed-method approach, surveys were conducted online with 300 participants using convenience sampling, and in-depth interviews were conducted with 10 voluntary participants. To achieve the research objectives and test the hypotheses, one of the campaigns focussing on equality in household gender roles from the past year was selected after a pilot study and presented to the participants. According to the research findings, consumers’ sensitivity to equality in gender roles has a significant and positive impact on cognitive and affective involvement in advertisements. Furthermore, participants believed that the message conveyed in the ad could be beneficial in terms of gender equality sensitivity, but they also critically examined equality in household gender roles presented in the advertisement. |
| format | Article |
| id | doaj-art-1d25f557d090476b8285c4d6d4b8b7da |
| institution | OA Journals |
| issn | 2636-8943 |
| language | English |
| publishDate | 2024-07-01 |
| publisher | Istanbul University Press |
| record_format | Article |
| series | Connectist Istanbul University Journal of Communication Sciences |
| spelling | doaj-art-1d25f557d090476b8285c4d6d4b8b7da2025-08-20T01:48:11ZengIstanbul University PressConnectist Istanbul University Journal of Communication Sciences2636-89432024-07-0166296510.26650/CONNECTIST2024-1377356123456A field research on the effect of consumer sensitivity to equality in gender roles on their involvement in advertisementsMelis Gey0https://orcid.org/0009-0004-7154-4707Cihan Becan1https://orcid.org/0000-0002-1289-1360Üsküdar Üniversitesi, İstanbul, TürkiyeÜsküdar Üniversitesi, İstanbul, TürkiyeIn today’s world, brands try to strengthen their position in their industry and enhance their connexion with consumers by showcasing themselves on social issues to influence consumers and positively affect their brand image. Gender equality has recently become prominent among these social issues. Accordingly, this study examines consumers’ sensitivity to advertisements that promote gender equality. The aim of this study is to measure the impact of consumers’ sensitivity to equality in gender roles on their involvement in advertisements and to scrutinize their sensitivities and opinions regarding ads in this context. In the research, which employs a mixed-method approach, surveys were conducted online with 300 participants using convenience sampling, and in-depth interviews were conducted with 10 voluntary participants. To achieve the research objectives and test the hypotheses, one of the campaigns focussing on equality in household gender roles from the past year was selected after a pilot study and presented to the participants. According to the research findings, consumers’ sensitivity to equality in gender roles has a significant and positive impact on cognitive and affective involvement in advertisements. Furthermore, participants believed that the message conveyed in the ad could be beneficial in terms of gender equality sensitivity, but they also critically examined equality in household gender roles presented in the advertisement.https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/B1676412FF7140CFAC3E2932D6FFD3FDadvertisinggender rolesgender equalitycognitive involvementaffective involvement |
| spellingShingle | Melis Gey Cihan Becan A field research on the effect of consumer sensitivity to equality in gender roles on their involvement in advertisements Connectist Istanbul University Journal of Communication Sciences advertising gender roles gender equality cognitive involvement affective involvement |
| title | A field research on the effect of consumer sensitivity to equality in gender roles on their involvement in advertisements |
| title_full | A field research on the effect of consumer sensitivity to equality in gender roles on their involvement in advertisements |
| title_fullStr | A field research on the effect of consumer sensitivity to equality in gender roles on their involvement in advertisements |
| title_full_unstemmed | A field research on the effect of consumer sensitivity to equality in gender roles on their involvement in advertisements |
| title_short | A field research on the effect of consumer sensitivity to equality in gender roles on their involvement in advertisements |
| title_sort | field research on the effect of consumer sensitivity to equality in gender roles on their involvement in advertisements |
| topic | advertising gender roles gender equality cognitive involvement affective involvement |
| url | https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/B1676412FF7140CFAC3E2932D6FFD3FD |
| work_keys_str_mv | AT melisgey afieldresearchontheeffectofconsumersensitivitytoequalityingenderrolesontheirinvolvementinadvertisements AT cihanbecan afieldresearchontheeffectofconsumersensitivitytoequalityingenderrolesontheirinvolvementinadvertisements AT melisgey fieldresearchontheeffectofconsumersensitivitytoequalityingenderrolesontheirinvolvementinadvertisements AT cihanbecan fieldresearchontheeffectofconsumersensitivitytoequalityingenderrolesontheirinvolvementinadvertisements |