THE POWER OF FEMVERTISING IN ENGAGING FEMALE GEN Z CONSUMERS: AN EXPERIMENTAL STUDY IN UNIVERSITY OF KARACHI

Abstract

In the ever-evolving world, femvertising has emerged as a transformative tool and trend that target gender norms and tends to empower women. This study demonstrates the impact of femvertising on females’ perceptions. Following a posttest-only control group experimental design, fem and non-fem advertisements were shown to female Gen Z students selected from two departments of the University of Karachi to calculate the effects of these distinct advertising strategies being approached and adopted. This research examines the attitude and emotional connection of participants with the brand and also the overall perceptions for advertisements of Pakistan comparing both groups, those exposed to fem ads to those who participated in the control group, exposed with non- fem ads. A quantitative study utilized purposive and convenience sampling technique to select 50 female Gen Z students from two departments of University of Karachi excluding the faculty of Social Sciences to eliminate the influences of other external factors. The findings of the study incorporate a valuable insight providing significant differences in the results of experimental and control groups. This study adds in the existing knowledge highlighting the role of femvertising and reveals its potential in changing consumer behavior challenging stereotypes and empowering women.