펨버타이징 (femvertising) 에 대한 태도에 영향을 미치는 요인에 대한 연구 : 소비자 성별, 연령, 페미니즘에 대한 태도의 차이를 중심으로.

Factors Affecting the Attitude of femvertising : focusing on the differences according to ‘Gender’, ‘Age’, ‘Attitude to Feminism’.

Femvertising is an advertising campaign for women's rights, and has recently been used as a marketing strategy for various brands along with feminism, an important social discussion. This study analyzed the effect of consumer’s factors such as gender, age, and attitude to feminism on advertising attitudes. As a result, the factor of ‘gender’ showed statistically significant differences about attitudes toward femvertising. but ‘gender’ factor was not. And 'attitudes to feminism' factors have proven to have a significant influence on attitudes toward femvertising. This study will serve as a platform for femvertising to be discussed as an important social agenda, not just a marketing tool. [ABSTRACT FROM AUTHOR]

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