PERCEPTION TOWARDS FEMVERTISING: AKWAYS #LikeAGirl CAMPAIGN

Abstract

The research throws light on how people perceive the female empowerment advertising, also known as femvertising. It takes into consideration one instance of such advertising, i.e., Always #LikeAGirl campaign. It is one of the most successful femvertising campaigns which had generated a lot of attention towards the use of phrase ‘Like A Girl’ in a derogatory manner. Purpose The purpose of the study was to collect useful insights about the opinions of different sections of society about femvertising through the always campaign. It also intends to highlight the role of femvertising message in forming this perception. The study also tries to capture the attitude change in the society which can be brought out by such campaigns. Also, it aims to find out the need of such campaigns for empowerment of males. It tries to build a relationship between the company and femvertising cause for which it is advertising. Lastly, it shows the impact of such campaigns on the purchase intent of products of the company. Approach Firstly, literature review has been conducted to study the previous research work and resources available in this domain. Afterwards, the descriptive research methodology has been followed, consisting of collection of primary data from the respondents of different age groups, gender and occupation. A questionnaire has been prepared including the Always #LikeAGirl campaign video and a set of questions to check their perception towards this campaign. The data collected through the questionnaire has been analyzed and presented in form of charts to highlight the opinion of majority of people about each facet of the research. In order to create different pie-charts data visualization tool, PowerBI has been used. Also, Microsoft Excel has been used for data cleaning and preparation. The results of analysis have been presented in form of these visualizations. v Findings The research shows that people generally view the femvertising messages in a positive light. Yet, they feel the need of similar advertisement for males. Also, people expect some amount of attitude change in the society through these ads and the company cause fit plays a vital role in success of these campaigns. Also, these campaigns are quite effective in improving the brand image of the company but not really effective in enhancing the purchase intent of products of the company.