The effect of femvertising applications in advertising on consumer attitudes and purchase intention

Today, exploring the effects of advertising practices on consumer's attitudes and intentions is an important issue for the marketing and advertising industry. Today, individuals prefer a brand not only for its products and services, but also because it supports their own ideals. In this study, it was aimed to determine the effect of femvertising advertisements on consumer attitudes and intentions and to reveal whether they differ in terms of demographic characteristics. The population of the research consists women aged eighteen and above in various provinces of Turkey. The sample group consists of 232 women who participated in the survey. Quantitative Research Approach was used as the methodology of the research. According to the results of the research, six factors have emerged that determine the effect of femvertising practices on consumer attitudes and intentions, and the effect of femvertising on consumers' attitudes and intentions differed according to demographic characteristics. With the findings obtained from this research, recommendations that can guide the businesses that use femvertising applications in advertisements and femvertising researchers are presented.