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

• DOI: 10.20944/preprints202503.1092.v1
• Publication Date: 2025-03-20T01:14:06Z
• Authors: Siyu Yang; Zengrui Xiao; Diqing Qian

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 female while perceptions responses of male consumers are usually ignored. Focusing context men purchasing women’s clothing as gifts, this study explored femvertising consumers’ gift intention, examined mediating role perceived empowerment moderating recipients. A situational experiment was conducted acquire data, hypotheses were tested with regression analysis bootstrapping method. The results demonstrated that overall effect intention not significant, but there a significant positive it, stronger for communal relationship (versus exchange relationship).