The Impact and Mechanism of Femvertising in Male Consumers’ Gift Purchasing Intention

Femvertising is increasingly being used by brands to showcase their values and attract consumers, especially in the fashion industry. Previous studies mainly focused on its impact on female consumers, while the perceptions and responses of male consumers are usually ignored. Focusing on the context...

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Bibliographic Details
Main Authors: Siyu Yang, Zengrui Xiao, Diqing Qian
Format: Article
Language:English
Published: MDPI AG 2025-05-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
Online Access:https://www.mdpi.com/0718-1876/20/2/112
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