Citas bibligráficas
Salcedo, D., (2024). Femvertising VS publicidad tradicional: cuál es el más efectivo sobre la actitud hacia la compra en usuarias peruanas [Universidad de Lima]. https://hdl.handle.net/20.500.12724/20698
Salcedo, D., Femvertising VS publicidad tradicional: cuál es el más efectivo sobre la actitud hacia la compra en usuarias peruanas []. PE: Universidad de Lima; 2024. https://hdl.handle.net/20.500.12724/20698
@misc{renati/1440907,
title = "Femvertising VS publicidad tradicional: cuál es el más efectivo sobre la actitud hacia la compra en usuarias peruanas",
author = "Salcedo Leiva, Daniela Cristina",
publisher = "Universidad de Lima",
year = "2024"
}
Traditional advertising in Latin America has focused on sexism and social problems that seek to identify with the brand's target. The purpose of this thesis is to investigate the impact of female advertising, better known as femvertising, on Peruvian consumers. The hypothesis to be reviewed focuses on the positive impact on attitude towards the brand, if the best effectiveness occurs on femvertising compared to traditional advertising. The result of the theoretical model was conducted through a quasi-experimental quantitative and qualitative study with exposure of advertising pieces of both types. Together with a selected audience, a survey focus group was applied on two selected groups of users. Various questions were asked after the exhibition of traditional pieces and femvertising pieces, the questions were derived towards knowing the attitude towards the brand and consequently towards the purchasing behavior of what was advertised. A one-factor ANOVA analysis was applied to the results obtained, which confirmed the acceptance of the proposed hypothesis. In addition to this, three interviews were conducted with experts in the advertising industry, along with the focus groups results, the answers were analyzed to obtain richer conclusions on a long-term perception. This result suggests brands to apply female advertising stimuli as part of their discourse but also to expose good practices in business values/ethics, incorporating female empowerment and avoiding stereotypes.
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