Millennials perception towards femvertising Shruthi P. Anu1, Indirapriyadharshini B.2,* 1Post Graduate and Research Department of Commerce, Nallamuthu Gounder Mahalingam College, Pollachi 2Assistant Professor, Department of Commerce (E-Commerce), Nallamuthu Gounder Mahalingam College, Pollachi *Corresponding Author Email: kdharshana13@gmail.com
Online Published on 6 February, 2024. Abstract Women strengthening is a central philosophy among women’s activist to accomplish orientation equality. Marketing research group has arranged commercials enabling women as those notices who advances messages on orientation equality, love and body positivity. The thought of femvertising began in 2004 with Dove “Real Beauty Campaign” Femvertising depends on rousing women to assume control and liability for their personality and decision. The purpose of this study is to investigate the millennial perception towards femvertising. The main aim of this study is (1) To examine the millennials attitudes towards advertisement. (2) To find out the television viewing habit of millennials. (3) To evaluate the millennials perception towards femvertising. Research design adopted in this study is empirical. Both primary and secondary data has been used. Primary data has been collected using stratified random sampling method. Sample chosen for this study is 100 millennial. Frequency and regression analysis has been used to analyze the data collected. The findings of this study concludes that Regression result indicates, out of 10 variables tested Age, individual earnings, attitude towards advertisement influence the millennials perception towards femvertising. Top Keywords Femvertising, Brand image, Perception. Top |