The Trend of Feminist Advertising Shaping Modern Consumer Behavior

Wibowo, Regita Prameswari and , Soepatini, SE, M.si, Ph.D (2024) The Trend of Feminist Advertising Shaping Modern Consumer Behavior. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This final project explores the affect of femvertising—advertising that incorporates feminist values—on consumer behavior and brand identity, using case studies of The Body Shop and L’Oreal. Femvertising campaigns like The Body Shop's "Self Love" and L’Oreal “Because You’re Worth It” empower women and challenge traditional beauty standards. These campaigns have strengthened brand loyalty and enhanced consumer perceptions of these brands as socially responsible and progressive. By promoting inclusivity and gender equality, femvertising not only drives commercial success but also contributes to broader societal change. The primary purpose of this final project is to explores how femvertising influences consumer behavior and brand perception, particularly through the lens of The Body Shop's and L’Oreals campaigns. Also to understand the extent to which femvertising contributes to brand loyalty, market differentiation, and positive social impact. This final project highlights the dual benefits of femvertising: fostering deeper consumer connections and advancing social causes, provided the campaigns are executed with authenticity and genuine commitment.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Consumer Behavior, Decision Making, Marketing Strategies, Femvertising
Subjects:	H Social Sciences > HD Management, Business and Labor H Social Sciences > HD Management, Business and Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with username b101173005
Date Deposited:	16 Jul 2024 02:47
Last Modified:	16 Jul 2024 02:47
URI:	http://eprints.ums.ac.id/id/eprint/125096

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