As femvertising has gained increasing attention both in Tunisia and globally, it can be defined as a marketing and communication strategy that promotes products while incorporating pro-female messages that portray a positive image and aim to empower women. Although such advertisements are widely discussed in the media, limited research has examined the effectiveness of femvertising from a marketing perspective. Accordingly, this study aims to investigate the relationship between perceived brand–cause fit and consumers’ perception toward femvertising advertisements, as well as their customer engagement behavior and purchase intention toward the associated brands. Furthermore, this study investigates the role of perception toward femvertising ad and customer engagement behavior in shaping purchase intentions, while also examining its influence on willingness to donate. To achieve these objectives, a quantitative approach was adopted using multivariate structural equation modeling (SEM). A total of three main hypotheses and six sub-hypotheses were tested in this study based on data collected through an online questionnaire administered to a sample of 411 male and female consumers. The results indicate that perceived brand–cause fit is positively associated with consumers perception toward femvertising ad. In other words, when consumers perceive a strong congruence between femvertising messages and the brand's image, their perception toward the advertisements become more favorable. Additionally, the findings show that perceived brand–cause fit boosts customer engagement behavior and purchase intention, and that willingness to donate is driven by this engagement. This study contributes to the literature on corporate social responsibility, advertising, and consumer behavior by highlighting the role of perceived brand–cause fit in shaping perception toward femvertising advertisements and influencing consumer purchase intentions.
Boukhatem et al. (Tue,) studied this question.