The Impact and Mechanism of Femvertising in Male Consumers’ Gift Purchasing Intention
Femvertising is increasingly being used by brands to showcase their values and attract consumers, especially in the fashion industry. Previous studies mainly focused on its impact on female consumers, while the perceptions and responses of male consumers are usually ignored. Focusing on the context...
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| Principais autores: | , , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado: |
MDPI AG
2025-05-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Assuntos: | |
| Acceso en liña: | https://www.mdpi.com/0718-1876/20/2/112 |
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