Understanding the Influence of Perceived Authenticity of Femvertising on Consumer Buycott Intentions: A Moderated Mediation Model of Consumers’ Extrinsic Attributions and Power Distance
DOI:
https://doi.org/10.61506/01.00487Keywords:
femvertising, extrinsic attributions, consumers’ buycott intention, power distance, structural equation modellingAbstract
Building on attribution theory, the study proposes that consumers’ extrinsic attributions towards femvertising mediates the relationship between perceived authenticity of femvertising and consumers’ buycott intention. Furthermore, the study theoretically proposes that power distance as a cultural norms moderates the direct perceived authenticity of femvertising and consumers’ extrinsic attributions towards femvertising. Finally the study contends power distance also moderates the indirect relationship between perceived authenticity of femvertising and consumers’ buycott intention via consumers’ extrinsic attributions towards femvertising. Using data collected from the 413 consumers and analysing using structural equation modelling in Mplus (8.9), the results reveals that all the hypothesized relationship were supported. In so doing the study contributes to the nascent yet growing literature on femvertising as well as offer novel practical insights for the managers and organizations.
References
Abitbol, A., & Sternadori, M. M. (2020). Consumer location and ad type preferences as predictors of attitude toward femvertising. Journal of Social Marketing, 10(2), 179–195. DOI: https://doi.org/10.1108/JSOCM-06-2019-0085
An, D., & Kim, S. (2007). Relating Hofstede’s masculinity dimension to gender role portrayals in advertising: A cross-cultural comparison of web advertisements. International Marketing Review, 24(2), 181–207. DOI: https://doi.org/10.1108/02651330710741811
Arndt, H. L., Granfeldt, J., & Gullberg, M. (2023). Reviewing the potential of the Experience Sampling Method (ESM) for capturing second language exposure and use. Second Language Research, 39(1), 39–58. DOI: https://doi.org/10.1177/02676583211020055
Bartsch, F., Zeugner-Roth, K. P., & Katsikeas, C. S. (2022). Consumer authenticity seeking: Conceptualization, measurement, and contingent effects. Journal of the Academy of Marketing Science, 1–28. DOI: https://doi.org/10.1037/t88592-000
Becker-Herby, E. (2016). The rise of femvertising: Authentically reaching female consumers.
Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46–53. DOI: https://doi.org/10.1016/j.jbusres.2005.01.001
Beverland, M. B., Lindgreen, A., & Vink, M. W. (2008). Projecting authenticity through advertising: Consumer judgments of advertisers’ claims. Journal of Advertising, 37(1), 5–15. DOI: https://doi.org/10.2753/JOA0091-3367370101
Campbell, M. C., & Kirmani, A. (2000). Consumers’ use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of Consumer Research, 27(1), 69–83. DOI: https://doi.org/10.1086/314309
Chang, H. H., Tsai, Y.-C., Wong, K. H., Wang, J. W., & Cho, F. J. (2015). The effects of response strategies and severity of failure on consumer attribution with regard to negative word-of-mouth. Decision Support Systems, 71, 48–61. DOI: https://doi.org/10.1016/j.dss.2015.01.007
Chu, S.-C., Kim, H., & Kim, Y. (2022). When brands get real: The role of authenticity and electronic word-of-mouth in shaping consumer response to brands taking a stand. International Journal of Advertising, 1–28. DOI: https://doi.org/10.1080/02650487.2022.2138057
Clugston, M., Howell, J. P., & Dorfman, P. W. (2000). Does cultural socialization predict multiple bases and foci of commitment? Journal of Management, 26(1), 5–30. DOI: https://doi.org/10.1177/014920630002600106
Cornelis, E., & Peter, P. C. (2017). The real campaign: The role of authenticity in the effectiveness of advertising disclaimers in digitally enhanced images. Journal of Business Research, 77, 102–112. DOI: https://doi.org/10.1016/j.jbusres.2017.03.018
De Mooij, M. (2016). Translating advertising: Painting the tip of an iceberg. In Key Debates in the Translation of Advertising Material (pp. 179–198). Routledge. DOI: https://doi.org/10.1080/13556509.2004.10799176
De Mooij, M. (2021). Global marketing and advertising: Understanding cultural paradoxes. Global Marketing and Advertising, 1–100.
De Mooij, M., & Hofstede, G. (2010). The Hofstede model: Applications to global branding and advertising strategy and research. International Journal of Advertising, 29(1), 85–110. DOI: https://doi.org/10.2501/S026504870920104X
Del Mar García‐De Los Salmones, M., & Perez, A. (2018). Effectiveness of CSR Advertising: The Role of Reputation, Consumer Attributions, and Emotions. Corporate Social Responsibility and Environmental Management, 25(2), 194–208. DOI: https://doi.org/10.1002/csr.1453
Duan, X. (2020). “The Big Women”: A textual analysis of Chinese viewers’ perception toward femvertising vlogs. Global Media and China, 5(3), 228–246. DOI: https://doi.org/10.1177/2059436420934194
Duffy, B. E. (2013). Manufacturing Authenticity: The Rhetoric of “Real” in Women’s Magazines. The Communication Review, 16(3), 132–154. DOI: https://doi.org/10.1080/10714421.2013.807110
Eisend, M. (2019). Gender roles. Journal of Advertising, 48(1), 72–80. DOI: https://doi.org/10.1080/00913367.2019.1566103
Feng, Y., Chen, H., & He, L. (2019). Consumer Responses to Femvertising: A Data-Mining Case of Dove’s “Campaign for Real Beauty” on YouTube. Journal of Advertising, 48(3), 292–301. DOI: https://doi.org/10.1080/00913367.2019.1602858
Foreh, M. R., & Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of Consumer Psychology, 13(3), 349–356. DOI: https://doi.org/10.1207/S15327663JCP1303_15
Ginder, W., Kwon, W.-S., & Byun, S.-E. (2021). Effects of internal–external congruence-based CSR positioning: An attribution theory approach. Journal of Business Ethics, 169, 355–369. DOI: https://doi.org/10.1007/s10551-019-04282-w
Glick, P. (2006). 13 Ambivalent sexism, power distance, and gender inequality across cultures. Social Comparison and Social Psychology: Understanding Cognition, Intergroup Relations, and Culture, 283–293. DOI: https://doi.org/10.1017/CBO9780511584329.015
Goos, M., & Kaya, S. (2020). Understanding and promoting students’ mathematical thinking: A review of research published in ESM. Educational Studies in Mathematics, 103(1), 7–25. DOI: https://doi.org/10.1007/s10649-019-09921-7
Groza, M. D., Pronschinske, M. R., & Walker, M. (2011). Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR. Journal of Business Ethics, 102(4), 639–652. DOI: https://doi.org/10.1007/s10551-011-0834-9
Habel, J., Schons, L. M., Alavi, S., & Wieseke, J. (2016). Warm Glow or Extra Charge? The Ambivalent Effect of Corporate Social Responsibility Activities on Customers’ Perceived Price Fairness. Journal of Marketing, 80(1), 84–105. DOI: https://doi.org/10.1509/jm.14.0389
Hainneville, V., Guèvremont, A., & Robinot, É. (2022). Femvertising or femwashing? Women’s perceptions of authenticity. Journal of Consumer Behaviour. DOI: https://doi.org/10.1002/cb.2020
Hayes, A. F. (2015). An Index and Test of Linear Moderated Mediation. Multivariate Behavioral Research, 50(1), 1–22. DOI: https://doi.org/10.1080/00273171.2014.962683
Heider, F. (1958). The psychology of interpersonal relations. Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions and organizations across nations. Sage publications. DOI: https://doi.org/10.1037/10628-000
Holt, D. B. (2002). Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 29(1), 70–90. DOI: https://doi.org/10.1086/339922
Hong, C., & Li, C. (2020). To support or to boycott: A public segmentation model in corporate social advocacy. Journal of Public Relations Research, 32(5–6), 160–177. DOI: https://doi.org/10.1080/1062726X.2020.1848841
Hong, C., & Li, C. (2021). Will Consumers Silence Themselves When Brands Speak up about Sociopolitical Issues? Applying the Spiral of Silence Theory to Consumer Boycott and Buycott Behaviors. Journal of Nonprofit & Public Sector Marketing, 33(2), 193–211. DOI: https://doi.org/10.1080/10495142.2020.1865234
Hong, Y., & Chiu, C. (2001). Toward a Paradigm Shift: From Cross-Cultural Differences in Social Cognition to Social-Cognitive Mediation of Cultural Differences. Social Cognition, 19(3), 181–196. DOI: https://doi.org/10.1521/soco.19.3.181.21471
Jones, E. E. (1965). From acts to dispositions: The attribution process in person perception. Advances in Experimental Social Psychology/Academic Press. Jung, J. M., & Kellaris, J. J. (2006). Responsiveness to authority appeals among young French and American consumers. Journal of Business Research, 59(6), 735–744. DOI: https://doi.org/10.1016/j.jbusres.2006.01.011
Kelley, H. H., & Michela, J. L. (1980). Attribution theory and research. Annual Review of Psychology, 31(1), 457–501. DOI: https://doi.org/10.1146/annurev.ps.31.020180.002325
Kim, E. (Anna), Duffy, M., & Thorson, E. (2021). Under the Influence: Social Media Influencers’ Impact on Response to Corporate Reputation Advertising. Journal of Advertising, 50(2), 119–138. DOI: https://doi.org/10.1080/00913367.2020.1868026
Klein, J., & Dawar, N. (2004a). Corporate social responsibility and consumers’ attributions and brand evaluations in a product–harm crisis. International Journal of Research in Marketing, 21(3), 203–217.
Klein, J., & Dawar, N. (2004b). Corporate social responsibility and consumers’ attributions and brand evaluations in a product–harm crisis. International Journal of Research in Marketing, 21(3), 203–217. DOI: https://doi.org/10.1016/j.ijresmar.2003.12.003
Lee, S. Y., & Chung, S. (2023). Publics’ Views of Corporate Social Advocacy Initiatives: Exploring Prior Issue Stance, Attitude Toward a Company, and News Credibility. Management Communication Quarterly, 37(2), 281–309. DOI: https://doi.org/10.1177/08933189221105808
Lee, S., & Pounders, K. R. (2019). Intrinsic versus extrinsic goals: The role of self-construal in understanding consumer response to goal framing in social marketing. Journal of Business Research, 94, 99–112. DOI: https://doi.org/10.1016/j.jbusres.2018.04.039
Lee, Y.-J., O’Donnell, N. H., & Hust, S. J. (2019a). Interaction effects of system-generated information and consumer skepticism: An evaluation of issue support behavior in CSR Twitter campaigns. Journal of Interactive Advertising, 19(1), 15–28.
Lee, Y.-J., O’Donnell, N. H., & Hust, S. J. T. (2019b). Interaction Effects of System-Generated Information and Consumer Skepticism: An Evaluation of Issue Support Behavior in CSR Twitter Campaigns. Journal of Interactive Advertising, 19(1), 15–28. DOI: https://doi.org/10.1080/15252019.2018.1507853
Magee, R. G. (2022). Understanding worldview beliefs to allay skepticism toward CSR advertising. Journal of Brand Management, 29(6), 538–555. DOI: https://doi.org/10.1057/s41262-022-00277-7
Mahmood, H., & Aslam, M. (2018). Impact of Plastic Money Adoption on Consumer Purchasing Habits: A Study in Pakistan. Journal of Policy Options, 1(1), 28-33.
Mantovani, D., de Andrade, L. M., & Negrão, A. (2017). How motivations for CSR and consumer-brand social distance influence consumers to adopt pro-social behavior. Journal of Retailing and Consumer Services, 36, 156–163. DOI: https://doi.org/10.1016/j.jretconser.2017.01.009
Matthes, J., Prieler, M., & Adam, K. (2016). Gender-Role Portrayals in Television Advertising Across the Globe. Sex Roles, 75(7–8), 314–327. DOI: https://doi.org/10.1007/s11199-016-0617-y
Miller, N. J., Yan, R.-N. T., Jankovska, D., & Hensely, C. (2017). Exploring US Millennial consumers’ consumption values in relation to traditional and social cause apparel product attributes and purchase intentions. Journal of Global Fashion Marketing, 8(1), 54–68. DOI: https://doi.org/10.1080/20932685.2016.1261040
Moulard, J. G., Raggio, R. D., & Folse, J. A. G. (2021). Disentangling the meanings of brand authenticity: The entity-referent correspondence framework of authenticity. Journal of the Academy of Marketing Science, 49, 96–118. DOI: https://doi.org/10.1007/s11747-020-00735-1
Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press. DOI: https://doi.org/10.4324/9780203782002
Nunes, J. C., Ordanini, A., & Giambastiani, G. (2021). The Concept of Authenticity: What It Means to Consumers. Journal of Marketing, 85(4), 1–20. Oyserman, D. (2006). High Power, Low Power, and Equality: Culture Beyond Individualism and Collectivism. Journal of Consumer Psychology, 16(4), 352–356. DOI: https://doi.org/10.1207/s15327663jcp1604_6
Paek, H.-J., & Nelson, M. R. (2009a). To Buy or Not to Buy: Determinants of Socially Responsible Consumer Behavior and Consumer Reactions to Cause-Related and Boycotting Ads. Journal of Current Issues & Research in Advertising, 31(2), 75–90.
Paek, H.-J., & Nelson, M. R. (2009b). To Buy or Not to Buy: Determinants of Socially Responsible Consumer Behavior and Consumer Reactions to Cause-Related and Boycotting Ads. Journal of Current Issues & Research in Advertising, 31(2), 75–90. DOI: https://doi.org/10.1080/10641734.2009.10505267
Pai, D.-C., Lai, C.-S., Chiu, C.-J., & Yang, C.-F. (2015). Corporate Social Responsibility and Brand Advocacy in Business-to-Business Market: The Mediated Moderating Effect of Attribution. Journal of Business Ethics, 126(4), 685–696. DOI: https://doi.org/10.1007/s10551-013-1979-5
Pattuglia, S., Mingione, M., & Cherubini, S. (2015). Achieving alignment for corporate brand success: The consumer quest for authenticity and heritage. Proceedings International Marketing Trends Conference, 2–18.
Pérez, A., García de los Salmones, M. del M., & Liu, M. T. (2020). Information specificity, social topic awareness and message authenticity in CSR communication. Journal of Communication Management, 24(1), 31–48. DOI: https://doi.org/10.1108/JCOM-06-2019-0097
Pérez, M. P. R., & Gutiérrez, M. (2017). Femvertising: Female empowering strategies in recent spanish commercials. Investigaciones Feministas, 8(2), 337–351. DOI: https://doi.org/10.5209/INFE.54867
Pittman, M., Oeldorf-Hirsch, A., & Brannan, A. (2022). Green Advertising on Social Media: Brand Authenticity Mediates the Effect of Different Appeals on Purchase Intent and Digital Engagement. Journal of Current Issues & Research in Advertising, 43(1), 106–121. DOI: https://doi.org/10.1080/10641734.2021.1964655
Qiao, F., & Wang, Y. (2022). The myths of beauty, age, and marriage: Femvertising by masstige cosmetic brands in the Chinese market. Social Semiotics, 32(1), 35–57. DOI: https://doi.org/10.1080/10350330.2019.1682279
Ratnakaran, S. T., & Edward, M. (2019). Evaluating cause‐marketing campaigns in the Indian corporate landscape: The role of consumer skepticism and consumer attributions of firm’s motive. International Journal of Nonprofit and Voluntary Sector Marketing, 24(3), e1638. DOI: https://doi.org/10.1002/nvsm.1638
Shoenberger, H., Kim, E. A., & Johnson, E. K. (2020). BeingReal about Instagram ad models: The effects of perceived authenticity: How image modification of female body size alters advertising attitude and buying intention. Journal of Advertising Research, 60(2), 197–207. DOI: https://doi.org/10.2501/JAR-2019-035
Shoenberger, H., Kim, E., & Sun, Y. (2021). Advertising during COVID-19: Exploring perceived brand message authenticity and potential psychological reactance. Journal of Advertising, 50(3), 253–261. DOI: https://doi.org/10.1080/00913367.2021.1927914
Skarmeas, D., & Leonidou, C. N. (2013). When consumers doubt, watch out! The role of CSR skepticism. Journal of Business Research, 66(10), 1831–1838. DOI: https://doi.org/10.1016/j.jbusres.2013.02.004
Soares, A. M., Farhangmehr, M., & Shoham, A. (2007). Hofstede’s dimensions of culture in international marketing studies. Journal of Business Research, 60(3), 277–284. DOI: https://doi.org/10.1016/j.jbusres.2006.10.018
Sobande, F. (2019). Woke-washing:“intersectional” femvertising and branding “woke” bravery. European Journal of Marketing, 54(11), 2723–2745. DOI: https://doi.org/10.1108/EJM-02-2019-0134
Sterbenk, Y., Champlin, S., Windels, K., & Shelton, S. (2022). Is Femvertising the new greenwashing? Examining corporate commitment to gender equality. Journal of Business Ethics, 177(3), 491–505. DOI: https://doi.org/10.1007/s10551-021-04755-x
Story, J., & Neves, P. (2015). When corporate social responsibility (CSR) increases performance: Exploring the role of intrinsic and extrinsic CSR attribution. Business Ethics: A European Review, 24(2), 111–124. DOI: https://doi.org/10.1111/beer.12084
Tarhini, A., Hone, K., Liu, X., & Tarhini, T. (2017). Examining the moderating effect of individual-level cultural values on users’ acceptance of E-learning in developing countries: A structural equation modeling of an extended technology acceptance model. Interactive Learning Environments, 25(3), 306–328. DOI: https://doi.org/10.1080/10494820.2015.1122635
Tripathi, S., Bansal, A., & Bansal, A. (2022). Sociocultural changes and portrayal of women in advertisements: A temporal investigation across product categories. Journal of Business Research, 153, 216–227. DOI: https://doi.org/10.1016/j.jbusres.2022.08.032
Um, N.-H. (2022). Korean consumers’ responses to Nike’s “women’s just do it” femvertising campaign. Journal of Promotion Management, 28(5), 650–668. DOI: https://doi.org/10.1080/10496491.2021.2009612
Varadarajan, P. R., & Menon, A. (1988). Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy. Journal of Marketing, 52(3), 58–74. DOI: https://doi.org/10.1177/002224298805200306
Varghese, N., & Kumar, N. (2020). Femvertising as a media strategy to increase self-esteem of adolescents: An experiment in India. Children and Youth Services Review, 113, 104965. DOI: https://doi.org/10.1016/j.childyouth.2020.104965
Varghese, N., & Kumar, N. (2022). Feminism in advertising: Irony or revolution? A critical review of femvertising. Feminist Media Studies, 22(2), 441–459. DOI: https://doi.org/10.1080/14680777.2020.1825510
Vlachos, P. A., Panagopoulos, N. G., & Rapp, A. A. (2013). Feeling good by doing good: Employee CSR-induced attributions, job satisfaction, and the role of charismatic leadership. Journal of Business Ethics, 118, 577–588. DOI: https://doi.org/10.1007/s10551-012-1590-1
Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands taking a stand: Authentic brand activism or woke washing? Journal of Public Policy & Marketing, 39(4), 444–460. DOI: https://doi.org/10.1177/0743915620947359
Windels, K., Champlin, S., Shelton, S., Sterbenk, Y., & Poteet, M. (2020). Selling feminism: How female empowerment campaigns employ postfeminist discourses. Journal of Advertising, 49(1), 18–33. DOI: https://doi.org/10.1080/00913367.2019.1681035
Xu, H., Lee, E., & Rim, H. (2022). Should businesses take a stand? Effects of perceived psychological distance on consumers’ expectation and evaluation of corporate social advocacy. Journal of Marketing Communications, 28(8), 840–863. DOI: https://doi.org/10.1080/13527266.2021.1969588
Yang, C.-M. (2018). Effects of message strategy and need for cognition (NFC) on consumer attitudes: A case of corporate social responsibility (CSR) advertising. Open Journal of Business and Management, 6(3), 714–732. DOI: https://doi.org/10.4236/ojbm.2018.63055
Yoo, B., Donthu, N., & Lenartowicz, T. (2011). Measuring Hofstede’s five dimensions of cultural values at the individual level: Development and validation of CVSCALE. Journal of International Consumer Marketing, 23(3–4), 193–210.
Zafar, B., & Younis, M. (2020). Social Media Influence on Consumer Behavior Insights from Supermarket Shoppers in Lahore. Journal of Business and Economic Options, 3(2).
Zawisza, M., Luyt, R., Zawadzka, A. M., & Buczny, J. (2018). Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa. Journal of Gender Studies, 27(4), 464–480. DOI: https://doi.org/10.1080/09589236.2016.1234369
Zhang, W. (2017). No cultural revolution? Continuity and change in consumption patterns in contemporary China. Journal of Consumer Culture, 17(3), 639–658. DOI: https://doi.org/10.1177/1469540515611201
Zirkel, S., Garcia, J. A., & Murphy, M. C. (2015). Experience-Sampling Research Methods and Their Potential for Education Research. Educational Researcher, 44(1), 7–16. DOI: https://doi.org/10.3102/0013189X14566879
