Leveraging Social Media Advertising to Foster Female Consumers’ Empowerment and Engagement: The Role of Regulatory Mode
(2023) In Journal of Advertising 52(5). p.688-705- Abstract
- While prior research has gleaned important insight into consumers’ social media engagement, an important literature-based tension exists that warrants further attention. On the one hand, females are increasingly empowered (e.g., through their rising spending power). On the other hand, advertising-based gender stereotypes persist, thus limiting female consumers’ empowerment and decelerating advertising-based inclusion, equity, and diversity. Deploying regulatory mode theory, we propose that the adoption of a locomotion (vs. assessment) orientation, which emphasizes the initiation and continuation of the consumer’s goal pursuit (vs. focusing on the individual’s arrival at the “right” decision), respectively, can be leveraged to empower... (More)
- While prior research has gleaned important insight into consumers’ social media engagement, an important literature-based tension exists that warrants further attention. On the one hand, females are increasingly empowered (e.g., through their rising spending power). On the other hand, advertising-based gender stereotypes persist, thus limiting female consumers’ empowerment and decelerating advertising-based inclusion, equity, and diversity. Deploying regulatory mode theory, we propose that the adoption of a locomotion (vs. assessment) orientation, which emphasizes the initiation and continuation of the consumer’s goal pursuit (vs. focusing on the individual’s arrival at the “right” decision), respectively, can be leveraged to empower female consumers and boost their engagement with social media–based advertising. These predictions are tested across field studies 1a–1b and experiments 2–3. These findings can benefit marketers in developing effective communication strategies that resonate positively with female consumers, thus boosting their advertising-based inclusion, equity, and diversity. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/856f435e-222a-418b-8051-7753cf4b6739
- author
- Septianto, Felix ; Mathmann, Frank ; Hollebeek, Linda LU and Higgins, Tory
- organization
- publishing date
- 2023-10-24
- type
- Contribution to journal
- publication status
- published
- subject
- in
- Journal of Advertising
- volume
- 52
- issue
- 5
- pages
- 688 - 705
- publisher
- Taylor & Francis
- external identifiers
-
- scopus:85173985569
- ISSN
- 0091-3367
- DOI
- 10.1080/00913367.2023.2255251
- language
- English
- LU publication?
- yes
- id
- 856f435e-222a-418b-8051-7753cf4b6739
- date added to LUP
- 2023-10-02 15:18:39
- date last changed
- 2023-12-20 14:25:50
@article{856f435e-222a-418b-8051-7753cf4b6739,
abstract = {{While prior research has gleaned important insight into consumers’ social media engagement, an important literature-based tension exists that warrants further attention. On the one hand, females are increasingly empowered (e.g., through their rising spending power). On the other hand, advertising-based gender stereotypes persist, thus limiting female consumers’ empowerment and decelerating advertising-based inclusion, equity, and diversity. Deploying regulatory mode theory, we propose that the adoption of a locomotion (vs. assessment) orientation, which emphasizes the initiation and continuation of the consumer’s goal pursuit (vs. focusing on the individual’s arrival at the “right” decision), respectively, can be leveraged to empower female consumers and boost their engagement with social media–based advertising. These predictions are tested across field studies 1a–1b and experiments 2–3. These findings can benefit marketers in developing effective communication strategies that resonate positively with female consumers, thus boosting their advertising-based inclusion, equity, and diversity.}},
author = {{Septianto, Felix and Mathmann, Frank and Hollebeek, Linda and Higgins, Tory}},
issn = {{0091-3367}},
language = {{eng}},
month = {{10}},
number = {{5}},
pages = {{688--705}},
publisher = {{Taylor & Francis}},
series = {{Journal of Advertising}},
title = {{Leveraging Social Media Advertising to Foster Female Consumers’ Empowerment and Engagement: The Role of Regulatory Mode}},
url = {{http://dx.doi.org/10.1080/00913367.2023.2255251}},
doi = {{10.1080/00913367.2023.2255251}},
volume = {{52}},
year = {{2023}},
}