分析女性广告活动的可信度:聚焦哥伦比亚女运动员

IF 3.2 1区 文学 Q1 COMMUNICATION
Javier A. Sánchez-Torres, Carolina López Correa, Francisco-Javier Arroyo-Cañada, Ana Argila-Irurita, Fátima Vila-Márquez
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引用次数: 0

摘要

鉴于性别平等、女性赋权和现代社会动态的积极意义,特别是在西方社会,女性在其中发挥着至关重要的作用,因此,以女性运动员为主角的广告宣传活动已变得非常重要。然而,有女性运动员参与的广告活动可能会被公众认为是虚假的,有时也被称为 "洗白"(woman-washing)。本研究探讨了在女性广告类型的宣传活动(即以女性运动员为主题的宣传活动)中对 "洗白女性 "的看法。研究提出了一个经验模型,并通过偏最小二乘法结构方程模型进行了检验。结果验证了所有假设,表明公众对运动员的认同感、运动员与品牌之间的契合度以及品牌定位等因素对活动的可信度至关重要。本文对体育营销、女性广告和广告活动策划具有新颖的贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Analysing Credibility of Femvertising Campaigns: A Focus on Colombian Female Athletes
Advertising campaigns featuring female athletes have gained significant importance given the positive implications of gender equality, female empowerment and modern social dynamics, in which women play a crucial role, especially in Western societies. However, advertising campaigns in which female athletes are visible can be perceived by the public as false, sometimes known as woman-washing. This study explores the perception of woman-washing in femvertising-type campaigns—that is, those focused on female athletes. An empirical model is proposed and tested with partial least squares structural equation modelling. The results validate all the hypotheses, demonstrating that factors such as the public’s identification with the athlete, the fit between the athlete and the brand, and brand positioning are of great importance for the credibility of the campaign. The contributions of this paper are novel for sports marketing, femvertising and the planning of advertising campaigns.
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来源期刊
CiteScore
7.00
自引率
11.10%
发文量
44
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