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:	Siyu Yang, Zengrui Xiao, Diqing Qian
Format:	Artigo
Jezik:	Inglês
Izdano:	MDPI AG 2025-05-01
Serija:	Journal of Theoretical and Applied Electronic Commerce Research
Teme:	femvertising male consumers female empowerment brand hypocrisy gift recipient gift purchasing intention
Online dostop:	https://www.mdpi.com/0718-1876/20/2/112
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