Short Communication Open Access

Does Femvertising create Emotional and Behavioural Connect with Indian Youth? A Response Study w.r.t. High/ Low Cause Fit Brands.

Abstract

Brand advertising is encoding women issues in its messages, breaking away from gendered tropes to create women centric ads now. Concurrent trend to show/tell stories of women and from her point of view indicates a shift towardsfemvertising, more so in the personal care products. This study explores femvertising and brand cause-fitstrategy by analysing the data collected fromtwo targetsegments of youth in India. A quasi-experimental research design was adopted, wherein two groups of Generation Z and Millennial consumers were exposed to three test adsfollowed by a structured questionnaire on the basis of the Tri-component model of attitude. Findings suggest tha urban youth’s ideology, stance, gender literacy is directly related to their response to femvertisements. Further, it was found that a positive influence of high cause-fit brand might result in a positive purchase decision as well as low cause-fit brand strategy isn’t deemed to have negative influence on people. Therefore, it can be recommended to the people in the concerned industry and agencies to take up femvertising advertisements and handle the issues with sensitivity and care which definitely helps creating awareness about the brand and softens the consumer’s attitude towards the same and if it is high cause-fit, might also result in product purchase. It is simply important for brands to align with the issues they are taking up and not become indifferent towards the same issue post the release of such an ad, as people already have a perception that these brands are incorporating femvertising advertisements in order be in vogue and create enough buzz around their brand, it becomes for the brand to portray any message in a way to make the consumers believe in what they’re projecting themselves to be

Dr. Kulveen Trehan* , Daisy Bhardwaj

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