Ring-fenced religion?Egypt’s religious media between faith and politics

Galal, Ehab

doi:10.4324/9780429058370-40

Cited by 2 publications

(1 citation statement)

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“…The link to the Google form was placed on several Facebook shopping pages that targeted generation-z consumers. Facebook was chosen to be the platform for data collection as global reports signify that Facebook is the most popular social media platform in Egypt; and in 2021, advertisements that reached Facebook audience was averaged to be 44.7 million (Galal, 2022). Non-probability convenience sampling was applied in this study; the sample that participated was opportunely, easily, and accessibly located online around the social media page; the respondents answered the questions on their own schedule and had flexibility with completion time.…”

Section: Methodsmentioning

confidence: 99%

Investigating consumers’ reactions towards female-empowerment advertising (femvertising) and female-stereotypical representations advertising (sex-appeal)

Negm

2024

JIMA

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Purpose This study aims to explore the impact of women empowerment and gender-stereotypical advertising exposure on consumers’ attitudes and purchase intents. Design/methodology/approach The quantitative research approach was used to assess the women-empowerment and gender-stereotypical advertising on consumers’ attitudes and purchase intentions, explicating the most effective approach in marketing communication in the Arab context, specifically Egypt. Administrated questionnaires were distributed online cross-gender through the use of convenience sampling. The targeted average sample size sought was minimum of 370. Once the data was acquired, partial least square path modelling of structural equation modelling was conducted to test the hypotheses. Findings Results show that male consumers and female consumers react to a certain extent differently to women-empowerment and gender-stereotypical advertisings. For instance, gender-stereotypical advertisings effect attitude for both genders; it effects male consumers’ purchase intentions, but not female consumers. Women empowerment advertising is insignificant on brand attitude and purchase intention among male consumers; among female consumers, it has significant impact on brand attitude, but not purchase intention. Nevertheless, both categories of advertising contribute to male consumers’ and female consumers’ perception and attitude towards gender role portrayal. Originality/value This study provides noteworthy insights and perspectives on women-empowerment (Femvertising) and gender-stereotypical advertising effects on cross-gender consumers in the Arab region (a region of strong masculine culture values). The emerged conclusions aid as a reference and guide for scholars and practitioners to develop effective advertising that create prospect depictions and build inspired female customer base.

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Section: Methodsmentioning

confidence: 99%