Beyond the rainbow: The influence of LGBTQIA+ representation in advertising on consumer decision making

This paper analyses how LGBTQIA+ inclusive advertisements affect consumer perceptions, attitudes and behaviours in Iloilo City, Philippines. Though media has become more visible and inclusive, advertisers face challenges in developing genuine advertising campaigns that represent the diverse experiences of LGBTQIA+ individuals. The research study used a mixed-method approach to analyse 160 survey participants who viewed a local brand advertisement. The research team applied statistical methods, including chi-square test, t-test and analysis of variance to analyse quantitative data while extracting qualitative findings from open-ended responses. The research showed that gender acts as a determining factor in shaping how consumers view and respond to LGBTQIA+ inclusive adverts, which subsequently influences their purchasing decisions. The study shows that consumers have greater enthusiasm when advertisements present authentic narratives and genuine experiences. The research provides valuable guidance to marketers who wish to create effective, inclusive marketing campaigns that target diverse audiences where cultural background and personal beliefs strongly influence consumer actions. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.