“A Research Study of Women Empowerment: Femvertising Impact towards Purchase Intention”

A Research Study

Presented to the

Faculty of Senior High School

In Partial Fulfillment

of the Requirement for the Accountancy, Business and Management

Submitted by:

Kyle Rhayne D. Caliwag

Michaella Kenaizan S. Bacani
Millen Grace C. Deang
Ma. Bench Niña T. DelaCruz
Killua G. Pilapil

Ms. Mary Gian Paula Songco

Research Adviser

October 2019
 APPROVAL SHEET

This is to certify that this Research Study titled “Women Empowerment: Femvertising

Impact towards Purchase Intention” prepared and submitted by Kyle Rhayne D. Caliwag, Michaella

Kenaizan S. Bacani, Millen Grace C. Deang, Ma. Bench Niña T. Dela Cruz, Killua G. Pilapil in partial

fulfillment of the requirements for the Accountancy, Business and Management.

Ms. Mary Gian Paula Songco

Research Adviser

PANEL OF EXAMINERS

Examined and approved by the Panel of Examiners in an Oral Examination with a Grade of ____
on _______________________.

Member

Accepted as partial fulfillment of the requirements for the Accountancy, Business and
Management.

Dean

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 CERTIFICATE OF ORIGINALITY

We hereby certify that this Research Study is our own work and that, to the best of our

knowledge and belief, it contains no material previously written or published by another person

or organization nor any material which has been accepted for award of any degree or diploma

from a university or institution of higher learning, except where due acknowledgment is made

thereof.

Furthermore, we declare that the intellectual content of this Research Study is the product

of any work although we have received assistance from others on the manner of organization,

presentation, language and style.

Members:

Kyle Rhayne D. Caliwag

MichaellaKenaizanS.Bacani

Millen Grace C.Deang

Ma. Bench Niña T. DelaCruz

Killua G. Pilapil

Ms. Mary Gian Paula Songco

Research Adviser

October 2019

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 ACKNOWLEDGMENT

The Researchers would like to express their sincere and profound gratitude to the

following persons who, in one way of there, have generously contributed to the successful

completion of the study.

First and most of all to our Almighty Father, who gave us talent for the completion of

this project, enough intelligence to gather all the data that we need and strength to overcome all

the trials along their way.

To Ms. Mary Gian Paula B.Songco, our research adviser, for guiding us throughout the

study.

To our parents and family, who gave us an unending support throughout the research

journey.

To our friends, for giving their factual information for the researchers to make this study

flawless.

To the respondents, for patiently answering all the questions in the research questionnaire

and for the knowledge that they had shared to the researchers.

The Researchers

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 ABSTRACT

This thesis can be categorized under the Influencer Marketing industry with respect to

advertisements. Influencer marketing is a modern tactic used by brands to enhance their visibility

to their target audience by using the services of influential people. The purpose of this study was

to research the influences of Femvertising in the Purchase Intention of Grade 12 Students in our

Lady of Fatima University, City of San Fernando Pampanga. This study used survey

questionnaire as an instrument for the collection of data.

Identifying the consumers' attitude towards feminism advertising is especially important,

a fact which is highlighted by national and international specialist literature. The attitude of the

consumer towards a feminist commercial influences the attitude towards the promoted product or

brand. Thus, a positive attitude towards the commercial for a brand determines a positive attitude

towards the respective brand and, eventually, may result in the formulation of the purchase

intention. It is hard to say which aspects of advertising have the greatest influence on the

formation of consumer attitudes and purchase intention formulation, but not impossible to find

out. In this context, through this study, we aim at contributing to the determination of the

consumers' attitude on their purchase intention towards feminist advertising aimed at promoting

products.

Data for this research was then analyzed using statistical methods. The data analysis

determined that the. The knowledge gained in this study will be of good information to the

people or individual who will benefit from this study.

Keywords: femvertising, consumer behavior, attitude, purchase intention, feminist.

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 TABLE OF CONTENTS

Title Page .............................................................................................. 1

Approval Sheet .............................................................................................. 2

Certificate of Originality .............................................................................................. 3

Acknowledgement .............................................................................................. 4

Abstract ..............................................................................................5

Table of Contents .............................................................................................. 6

CHAPTER I: INTRODUCTION AND ITS BACKGROUND

The problem and its background .................................................................................. 9

Statement of the Problem .................................................................................. 11

Conceptual Framework .................................................................................. 13

Hypothesis .................................................................................. 13

Significance of the Study .................................................................................. 14

Scope & Delimitation .................................................................................. 15

Definition of Terms .................................................................................. 16

CHAPTER II: LITERATURE REVIEW

Local Literature .................................................................................. 18

Foreign Literature .................................................................................. 19

CHAPTER III: RESEARCH METHODOLOGY

Research Design .................................................................................. 22

Research Instrument .................................................................................. 22

Population and Sampling .................................................................................. 23

Ethical Consideration .................................................................................. 23

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Data Collection .................................................................................. 24

Data Analysis .................................................................................. 24

CHAPTER IV: RESULTS & DISCUSSION .......................................................... 26

CHAPTER V: CONCLUSIONS & RECOMMENDATION

Conclusion .................................................................................. 34

Recommendation .................................................................................. 35

REFERENCES .............................................................................................. 37

APPENDICES

Appendix A: Survey Questionnaire ..................................................................................39

Appendix B: Documentation .................................................................................. 41

CURRICULUM VITAE .............................................................................................. 42

TABLES AND FIGURES

Table 1. ....................................................................................................................... 26

Table 1.1. ....................................................................................................................... 27

Table 1.2. ....................................................................................................................... 28

Table 1.3. ....................................................................................................................... 28

Table 1.4. ....................................................................................................................... 29

Table 1.5. ....................................................................................................................... 29

Table 1.6. ....................................................................................................................... 30

Table 1.7. ....................................................................................................................... 30

Table 1.8. ....................................................................................................................... 31

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Table 1.9. ....................................................................................................................... 31

Table 2. ....................................................................................................................... 32

Table 2.1. ....................................................................................................................... 32

Table 2.2. ....................................................................................................................... 33

Table 2.3. ....................................................................................................................... 33

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 CHAPTER I

INTRODUCTION AND ITS BACKGROOUND

This chapter will present the Problem and its Background, Statement of the Problem,

Conceptual Framework, Hypothesis, and Significance of the Study, Scope & Delimitation and

the Definition of Terms used in the study.

The Problem and Its Background

Women's empowerment is the process in which women elaborate and recreate what it is

that they can be, do, and accomplish in a certain category of living. The portrayal of women in

advertising has long been studied by scholars with an interest in the use of gender stereotypes,

the objectification of the female body and the disproportionate representation of women shown

in advertisements (McArthur &Resko, 1975; Lynn, Harden &Walsdorf, 2004; Döring&Pöschl,

2006; Gill, 2008; Knoll, Eisend and Steinhagen, 2011).

Women are more insecure about themselves than men, many women have also learned how

to validate themselves through a society approval of them (hanson 2016). We all know women is

the most common consumer loves to buy stuffs like clothes, make-ups, shoes etc. though the

price is little expensive they will choose to buy just to follow the trend. Society also puts a lot of

pressure on women to have the perfect body, skin, hair and the perfect tan. In fact, it is very rare

that women uplift one another and back each other up. Women also tend to spend more in any

products that make her more beautiful and that can boost her self-esteem.

Advertising is directed toward groups rather than individuals, and advertising is usually

delivered through media such as television, radio, and newspapers, increasingly, the Internet.

Ads are often measured in impressions (the number of times a consumer is exposed to an

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advertisement).Advertising is a very old form of promotion with roots that go back even to

ancient times. In recent decades, the practices of advertising have changed enormously as new

technology and media have allowed consumers to bypass traditional advertising venues. From

the invention of the remote control, which allows people to ignore advertising on TV without

leaving the couch, to recording devices that let people watch TV programs but skip the ads,

conventional advertising is on the wane.

A new form of female-centric advertising has emerged— aptly termed “Femvertising”.

Femvertising is defined by She Knows Media’s iBlog Magazine (2014) as “advertising that

employs pro-female talent, messages, and imagery to empower women and girls.” The trend of

Femvertising has received significant attention throughout the advertising community. Since the

debut of Dove’s Campaign for Real Beauty in 1994— generally hailed as the inaugural

Femvertising campaign— the strategy has been employed by dozens of brands and its popularity

continues to increase each year (Bahadur, 2014a; Bahadur, 2014b). However, a company can’t

simply pour resources into a “female empowerment” campaign and leave it at that. It should go

above and beyond, supporting causes that help women in meaningful ways. The more women

purchasing power is increasing, the more they provide bigger opportunity to the marketers. It

more sheds light-weight on the result of perspective towards femvertising on forwarding

intention of ad and buy intention of the publicized whole. Femvertising features a positive

impact on ad and whole opinions, purchase intentions, and emotional affiliation to brands.

The aim of the present study was to know how femvertising works in a company and its

impact in the purchase-intention of women especially senior high school students. This study

may increase women’s self-esteem, will femvertising really works, does femvertising affects the

society purchase intention and how femvertising will do help a business industry.

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 Representations of gender behaviors in advertising had reality impact on the approach

that customers viewed gender and sex roles within their lives— which they will even amendment

their own behaviors to mirror what they see in the media. In the present, a commercial ad that

has almost 1M views in YouTube that empowers different skin tones about women, after that

release, it became trending and popular that makes the product marketable, also makes other

women glad about their skin tone, and that’s how Femvertising works.

Femvertising aims to empower girls and women partially by representational process

them in natural, healthy, and sophisticated ways that.

The Researchers aim is to identify the impact of femvertising on purchase intention of

women rather than to predict behavior as a result of exposure to femvertising messages,

quantitative inquiry appeared to be the most appropriate approach. We chose to seek answers to

the research questions through survey because questionnaire allow participants to clarify their

thoughts and opinions (Stewart, Sharndasani, & Rook, 2006; Wimmer& Dominick, 2010).

Specifically, focus groups “properly seeks answers to questions by examining various social

settings and the individuals who inhabit these settings” Berg (2009).

Statement of the Problem

Visual images play a very important role in capturing the attention of the public which

promotes selling of a product through advertising, where illustration and photographs are the

key elements required to carry that message to the target audience. The purpose of this study

was to research about the impact of Femvertising towards purchase intention of Grade 12

students at the Our Lady of Fatima University Pampanga.

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 In line with the foregoing discussion, the researchers aimed to address the impact of

Femvertising on women students buying behavior with the following questions:

Research Question 1: What are the demographic profiles of the students by:

1.1 Age

1.2 Allowance

1.3 Strand

Research Question 2: What is the level of awareness of the students regarding

femvertising?

Research Question 3: Does Femvertising have significance effect towards women

students buying decision?

Research Question 4: What is the impact of Femvertising on the purchase intention of

women students?

Research Question 5: How Advertisements/Femvirtising affects the buying behavior of

students?

5.1: Online Store Purchasing

5.2: Physical Store Purchasing

5.3: Quality over Quantity

Research Question 6: Does Femvertising help companies to sell more products?

Research Question 7: How can you understand the reactions and actions generated by

these advertising campaigns?

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Conceptual Framework

PUSH FACTORS PULL FACTORS

Increase confidence Overspending

level

People will more IMPACT OF Unrealistic

FEMVERTISING
appreciate women ON expectations
PURCHASES

Public Health Misrepresentation

awareness

Figure 1. Conceptual Framework of the Study.

Hypothesis

In order to carry out this research the following hypotheses has been postulated:

a. The Null (Ho) Hypothesis

b. The Research (Ha) Hypothesis

The null hypothesis explicates that no relationship exists between the two variables while

the research hypothesis explicates that a relationship exist between the two variables. For the

purpose of this study, the hypothesis testing shall be stated thus:

Hypothesis 1:

Ho: Femvertising doesn’t have an impact to the Grade 12 students purchase intention.

Ha: Femvertising has an impact to the Grade 12 students purchase intention.

Hypothesis 2:

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 Ho: The use of Femvertising does not help companies effectively in their product sales and

performance.

Ha: The use of Femvertising has help companies effectively in their product sales and

performance.

Significance of the Study

The data and findings of this study will be analyze and present in a particular or formal

way in a certain criteria. The perception of society, business owners, customers, and women to

femvertising will be address in an educational system that is for guidance especially in business

industry. This study tried to research about the solution of this existing problem. This analysis

will be convenient to the business owners, customers, women and men; also it may revise their

perception about femvertising and for all women’s ability in a certain product. The findings of

this study added to the existing body of knowledge on the influence of advertisements on

consumer buying behavior.

The People who will benefit from this study are the following:

Students - in which they can further, understand Femvertising and its impact to women’s

purchase intention. Students may use this as a reference guide when searching concept about

Femvertising. The Review of Related Literature of this study would help students gather a lot of

information about Femvertising itself and the consumers purchasing habit.

Consumers - in which they can further, understand how Femvertising influences their

purchasing decision. It can also make changes about their decisions on buying because of the

advertisements. The findings from this study will help them identify the positive and negative

influences of advertising on their purchases.

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SellersorMarketers- would also benefit from this study. They can be informed about the buying

habits of the consumers which could give them an idea about the things or the demands the

consumers want through their purchasing decisions. Sellers might be able to identify or

understand further their customer’s habit when making decisions on purchasing a product.

Marketers will understand the influence of advertising on consumer buying behavior, various

media of advertisements that can be used to advertise their products, ways in which

advertisements influence consumer buying behavior.

Society- would get a better understanding on how Femvertising influences purchase intention of

the youth. Also it could increase public awareness about the various issues happening in the

community. It could also help people nurture their potential and achieve goals through various

opportunities. This study could nurture the brain health of an individual since it can provide

answers to people’s curiosities or question.

FutureResearchers- who need further explanation or exploration with their studies in this

particular subject manner or discipline. It will help the researcher to get an idea or information

for their study. It will also explain the clear meaning of the study all about. It can be useful for

the researchers as a reference to get ideas and as a source of empirical literature on the same or

similar topics.

Scope and Delimitation

This study is conducted in Our Lady of Fatima University Pampanga Campus. The

Researchers use questionnaire to gather information. This paper covers only women grade 12

students who will be the respondents of the study. The researchers obtained 50 women

respondent from the 12th grade of Our Lady of Fatima University Pampanga Campus who are

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related in this study and will be asked to them and their feedbacks will be analyzed to get

conclusions.

This research is concerned with the role of Femvertising on the purchase intention of

students and how they react to this new innovation.

The researcher imposed the following delimitations:

a. Only women Grade 12 students in Our Lady of Fatima University Pampanga can

participate in the study.

b. Respondents must answer the survey honestly.

c. Respondents should give the appropriate answer for every question.

d. The bias of the respondents may produce potential limitations.

e. The tenuous situations created within oneself due to environment opinions and

beliefs.

Definition of Terms

Audience –in this study this are the buyers or consumers who buys product or services from

a store (physical/online).

Feminism –is a range of social movements, political movements, and ideologies that share a

common goal: to define, establish, and achieve the political, economic, personal, and

social equality of the sexes. Feminism incorporates the position that societies prioritize the

male point of view, and that women are treated unfairly within those societies. (Wikipedia)

Femvertising –defined as advertising that employs pro-female talent, messages, and imagery

to empower women and girls. It's the latest wave in advertising, and it’s working. Female-

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 friendly campaigns are outperforming ads that perpetuate overused or passé stereotypes.

(Skey, 2015)

Heterosexual Couples –a romantic attraction or relationship between two persons of the

opposite sex or gender.

Purchase Intention –is the willingness of a customer to buy a certain product or a certain

service is known as purchase intention. Purchase intention is a dependent variable that

depends on several external and internal factors.

Stereotype –is an over-generalized belief about a particular category of people. It is an

expectation that people might have about every person of a particular group

Tenuous –in this paper means not certain, definite, or strong: flimsy, weak or uncertain.

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 CHAPTER II

REVIEW OF RELATED LITERATURE

This section contains related local and foreign literatures from the topic Femvertising.

Local Literature

Cantor (2013) suggested thatin the Philippines, one perfect example is the Whip It

campaign by Pantene Philippines, which addresses sexist stereotypes in workplace, encouraging

Filipinas to dismiss the labels that are holding them back from achieving success, happiness and

fulfillment in life. The online video ad was a big hit. It became so viral on social media and

gained much attention from the international audience due to its powerful message.

According to Ganete (2014) Femvertising serves as a source of women empowerment

when inspiring messages are being channeled on a large scale like billboards. However, there is

an apparent lack of femvertising presence in the Philippines including outdoor advertising like

billboards which are seen by a large population of motorists and commuters daily. This tells a lot

about us as Filipinos, a nation and a society. This presents a challenge to local advertisers to be

part of the worldwide effort to break popular women stereotypes or even spread awareness of the

issue. Given their wide audience reach and influence locally, their impact on Filipinas and the

entire nation, when pro-woman messages are conveyed in a commendable fashion, would be

immense. Consumers and critiques will not see the advocacy as a shady advertising tactic to ride

the trend and use feminist ideas to sell. This way, the advocacy will appear genuine and sincere.

Such are significant because in a country like the Philippines where mass media audience and

netizens are so opinionated, authenticity and sincerity are valued.

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Foreign Literature

According to Drake (2017) Women who were cast in a female empowerment

advertisements has indicated significantly higher chance of positive attitudes towards the ads and

brands that they were making use of femvertising, it may also persuade other women who has a

low self-esteem nor confidence in their own natural body or beauty.

According to Love and Helmbrecht (2007) and Gil (2008) the current momentum of

modern feminism (frequently referred as the “third wave feminism” and its combination into

popular culture has generate a inequality between the representations of women in advertising

and the way in which many women view themselves.

Abitbol and Sternadori (2016) suggested that femvertising enhance consumer attitudes in

a way that women are encouraged to proudly display their masculine side, such as, joining or

being an athlete, being determined and having the guts to do such challenging and difficult

things. However, other advertisements that empower women focus on depicting their feminine

traits like women appearance. The traits mentioned can be the reason why women consumers

would want to purchase to the product being advertise.

Akestam, Rosengren and Dahlen (2017) stated that femvertising has dominated

advertisements especially in the united stated. Plenty of brands and companies that sell product

toward women are recognizing the importance of supporting this new trend that stand with

different purposes.

According to Abitbol and Sternadori (2019) femvertising can be defined as an

“advertisement that employs pro-female talent, messages, and imagery to empower women and

girls.” Their study explored the relationship between the public relationship quality and company

loyalty, in connection to corporate social responsibility and loyalty. They have concluded that a

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women empowering advertisement is an effective way to attract prospect consumers and to value

their customers.

Drake (2017) stated that in the recent years, there is a campaign for marketing campaigns

that feature female empowerment messaging aka “Femvertising”, like Dove’s “Real Beauty”

campaign. In an online study using a subject’s experimental design, the participants are female

that will pick randomly exposed either a traditional television advertisement of femvertising

advertisement for the same brand and completed the questionnaire.

According to Kapoor, D. &Munjal, A. (2017) Femvertising is making a huge number of

branch are launching campaigns for marketing feminism. The more women purchasing power is

increasing, the more they provide bigger opportunity to the marketers. This is one of the reasons

why femvertising is the hottest trend to attract women customers.

According to Akestam, (2017) Brand Companies that market product towards women are

not just only recognizing the importance of supporting and advertising this particular feminism

that stands for fairness, acceptance and strength but also recognizing the benefits of the society

by encouraging them to become a culture of inspiration, fairness, acceptance and strength.

According to J. Walter Thompson Intelligence (2017) women-first brands provide

products like soap, make-up, and body wash, fitted to specific needs that every woman have in

their life. There are different types of products. The products are from pregnancy products to

personal hygiene items.

According to She Knows Media (2015) “Fermvertising" has been defined as advertising

that promotes women empowering messages. Effectiveness of television advertisement on

purchase intention, International Journal of Innovative Research in Science, Engineering and

Technology.

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 Castillo (2014) stated that "Femvertising" has also been described as a revamped

approach to advertising featuring storylines of women empowerment and has proven to have

positive influences on sales. The good image of brand or product can lead the consumer to make

decision on their purchases.

According to Patton and Vasquez (2008) they studied Dove’s Real Beauty Campaign and

discover that Dove support stereotypes by stimulating women who were assume to admire

natural beauty stated by the Real Beauty Campaign, to utilize beauty-enhancement products,

which unsuccessful to reach the campaign objectives.

McMahan, et al. (2005) suggested that femvertising uses different kind of emotional

message strategy for women that can help them to engage their knowledge and confidence to

embrace more their self. The message is useful for all women who needs of affections.

According to Alcoff (1988) "Feminist" empowerment has also been described as the idea

of inspiring women to confidently take control and responsibility for their identity and choices. It

also uses social media to interact directly with brands. Thus, consumers can get more

information about products and services through engaging with brands. Comparing it with the

help of such tools, website review and opinions platforms that allow them these comparisons

through social media.

According to Wood (1999) Most Culture Expectation engender stereotypes in their

respective society like a men should have a manly, strong, and hard as rock characteristics also

they are should working for the family while women should have kind, weak, and quiet

characteristics and also the one who makes household chores in their houses.

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 CHAPTER III

RESEARCH METHODOLOGY

This chapter will present the Research Design, Research Instrument, Population and

Sampling, Ethical Considerations, Data Collection and Data Analysis.

Research Design

This study was conducted utilizing a survey design which is used to collect the

quantitative data for this study. It is designed as “Quantitative Research” since the study needs to

quantify the attitudes and behaviors of the female consumer towards their purchase intention. It

is more efficient because it is then not necessary to carry out the time-consuming process of

coding vast quantities of open-ended responses. The use of Descriptive research design is applied

as the study establishes associations between variables and attempts to collect quantifiable

information to be used for statistical analysis of the population sample.

Research Instruments

The Researchers used variety of methods and instruments to complete the study. One of

these instruments the researcher used is a structured survey which will help the researcher to

gather information regarding the topic. The structured survey consist of self-administered

questionnaires, formulated with close-ended questions and it has two parts from which the first

part consist of the participants Demographic Profile (such as Name, Age, Daily allowance,

Academic strand and etc.) and Second part are statements about the factors in Fermvertising to

the study from which they have to rate numbers from 4 (strongly agree) to 1 (strongly disagree).

The presence of excel and statistical formula we're also needed in the study which helped

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researchers to analyze the statistical and numerical data in the study. Researchers also surf the

internet to gather additional information for the study.

Population and Sampling

A Non-Probability Sampling Technique was established in this study specifically the

purposive sampling. Simply put, the researcher decides what needs to be known and sets out to

find people who can and are willing to provide the information by virtue of knowledge or

experience (Bernard 2002, Lewis & Sheppard 2006).

The target population for this research defined to include the consumers who are female

senior high school students (particularly the grade 12 students) at Our Lady of Fatima

UniversitySan Fernando, Pampanga. In this study, the accessible population comprised selected

Senior High School Students that would be the respondents for the study. The researchers will be

having 50 respondents, they are chosen since they have the characteristic that will be required

and needed in this study.

Ethical Consideration

In conducting the following data and information about this issue, the researchers ensure

that there were no harm or below the line question or educates. The researcher also ensures the

confidentiality of the information and identity of the participants, careful not to commit an error

and problem, relentlessly not to break the agreement or pledge for the researcher to conduct

information for the participants. Researchers also validated data’s, information, copyrights and

other forms of intellectual property with a credit to the authors to avoid plagiarism. Researchers

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minimize harms and risks and maximize benefits; respect human dignity, privacy, and

confidentiality.

Data Collection

The data obtained within the study were collected using structured survey questionnaires.

The researchers administered the questionnaires to every female senior high school particularly

grade 12 students. The questionnaire was administered in the month of September to gather data

from the target population. The admission of questionnaires will be gathered in the Campus of

Our Lady of Fatima University in City of San Fernando Pampanga. The participants will be

given 5-10 minutes to answer the questions freely and honestly. The respondents will answer a

questionnaire which is a list of close-ended questions prepared by the researcher. With the

informed consent which indicates the respondents’ demographic profile will be kept confidential.

The researchers will also state the main purpose of the study.

Data Analysis

The research study will focus on the numerical data’s from the questionnaires answered

by the respondents. Gathered answers or data from the respondents will be interpreted to

statistical data. The quantitative data of this study were summarized and analyze through the use

of Correlation, analytical and logical reasoning to derive a quantitative conclusions based on the

information or the participants answers. These numerical data’s will further explain the

complications of the research problems and will help give answers to the sub-problems given by

the researchers. Structured questionnaire has been used for collecting primary data from the said

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participants while secondary data material used were articles and literature published on the

internet, journals, books, and websites which provided great insight to the topic of this research.

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 CHAPTER IV

RESULTS AND DISCUSSION

Through the course of this chapter, different tables are presented to show the tabulated

results from the 50 questionnaire answered by the respondents.

Table 1: Respondents Demographic Profile (N=50)

Demographic Frequency Percentage

AGE 16 3 6%

17 30 60%

18 14 28%

19 3 6%

SHS STRANDS ABM 33 66%

STEM 3 6%

HUMSS 3 6%

GAS 11 22%

ALLOWANCE 80-130 19 38%

131-180 10 20%

181-230 13 26%

231 above 8 16%

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AUDIENCES Student 41 82%

Teenager 9 18%

Parent 0 0%

Others 0 0%

As shown in Table 1 most of the respondent are 17 years old which consists of 60% from

the total population of the respondents. 28% of them are 18 years old and 6% of the respondents

were age 16 and 19. From the total of 50 respondents, 66% of them are ABM Students, 22% are

GAS students and 6% of them are HUMMS and STEM students from Our Lady of Fatima

University, City of San Fernando Pampanga. The allowances of each respondent were divided

into different amounts from 80 pesos and above. A total of 82% from the respondents said that

they are part of the students’ audiences and the remaining 18% were teenager audiences. No one

from the respondents said that they are part of parent/other audiences.

Table 1.1: Are you familiar with the term Femvertising?

CHOICES FREQUENCY PERECENTAGE

Yes 17 34%

No 33 66%

TOTAL 50 100%

The table illustrates that most (33) of the respondents aren’t familiar with the word

Femvertising. While the remaining 17 of the respondents are familiar with the term

Femvertising. The result shows that most of the respondents don’t have any idea and are not

familiar about Femvertising. With the generated result, the researchers would like to inform and

share their knowledge about femvertising to those who are not familiar with it.

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Table 1.2: I am aware of Femvertising

CHOICES FREQUENCY PERCENTAGE

4 (Strongly Agree) 8 16%

3 (Agree) 28 56%

2 (Disagree) 11 22%

1 (Strongly Disagree) 3 6%

Table 1.2 shows that out of 50 respondents strongly agree that they are aware of

femvertising, 28 agrees about this, 11 disagreed that they are aware of femvertising, and 3

answered strongly agree regarding the statement. From this generated results, the researchers will

share knowledge and would try to inform others about femvertising so that those who aren’t

aware of it will then have enough background about Femvertising.

Table 1.3: Femvertising has greatly affected women buying decision.

CHOICES FREQUENCY PERCENTAGE

Strongly Agree 11 22%

Agree 31 62%

Disagree 6 12%

Strongly Disagree 2 4%

As the table shown above, 11 of the respondent strongly agreed that femvertising has

greatly affected the buying decision of women, most (31) of them agreed with the statement, 6

said they disagree that femvertising has affected women buying decision, and 2 of the

respondents answered strongly disagree. With this result, most of the respondents agreed that

Femvertising has greatly affected women’s buying decision.

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Table 1.4: Company’s sales increase because of Femvertising.

CHOICES FREQUENCY PERCENTAGE

Strongly Agree 7 14%

Agree 37 74%

Disagree 5 10%

Strongly Disagree 1 2%

As you can see in the table above, only 7 out of 50 respondents strongly agree that sales

of company increases because of Femvertising, while most (37) of the respondents agreed about

it, only 5 students disagrees that femvertising is the reason why company sales increases and the

remaining 1 respondent answered strongly disagree. Thus, most of the respondents agreed that

Femvertising is the cause of the increase in company’s sales.

Table 1.5: Femvertising enhances women empowerment.

CHOICES FREQUENCY PERCENTAGE

Strongly Agree 12 24%

Agree 31 62%

Disagree 6 12%

Strongly Disagree 1 2%

The table 1.5 above shows, 12 of the respondents strongly agrees that Femvertising can

enhance women empowerment, 31 Agrees with the statement, 6 Disagrees that Femvertising has

to do with the enhancement of women empowerment, and 1 of the respondent answered Strongly

Disagree. Results show that most of the respondents agree that enhancement of women

empowerment has to do with Femvertising.

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Table 1.6: Consumers are fully aware that Femvertising has an influence in their purchases.

CHOICES FREQUENCY PERCENTAGE

Strongly Agree 8 16%

Agree 36 72%

Disagree 4 8%

Strongly Disagree 2 4%

Table 1.6 illustrates that, 8 out of the 50 respondents strongly agrees that they are aware

that femvertising can influence their purchases, while 36 of respondents Agrees with the said

statement, 4 students said they Disagree that they are aware of the influence of femvertising

towards their purchases, and the remaining 2 respondents Strongly Disagrees about it. From the

generated results, the researchers will enhance the awareness of the audiences regarding the

influence of femvertising on their purchases.

Table 1.7: Advertising increases the public awareness about the various issues happening in the

community.

CHOICES FREQUENCY PERCENTAGE

Strongly Agree 14 28%

Agree 31 62%

Disagree 4 8%

Strongly Disagree 1 2%

As shown in the table 1.8, 14 out of 50 respondents strongly agree advertising increases

public awareness about the various issues in the community, and 31 out of 50 respondents agrees

with it. On the other hand, 4 out of 50 respondents disagreed and 1 out of 50 respondents

strongly disagreed to the concept of the given data. Results unveil that most of the respondents

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agreed that Advertising can increases the public awareness regarding the various issues in the

community.

Table 1.8: Femvertising play a very important role in capturing the attention of women

consumers.

CHOICES FREQUENCY PERCENTAGE

Strongly Agree 15 30%

Agree 32 64%

Disagree 1 2%

Strongly Disagree 2 4%

Table 1.8 reveals that, 15 out of 50 respondents strongly agree that Femvertising plays a

very important role in capturing the attention of women customers and 32 out of 50 respondents

are agreed with the statement. While 1 out of 50 respondents disagree that it plays a very

important role, and 2 out of 50 respondents strongly disagrees with the concept of given data.

Table 1.9: Femvertising increases women self-esteem.

CHOICES FREQUENCY PERCENTAGE

Strongly Agree 17 34%

Agree 29 58%

Disagree 3 6%

Strongly Disagree 1 2%

The table above shows that, 17 of the respondents strongly agree that women self-esteem

increases because of Femvertising, 29 of the students agreed with the said statement. On the

contrary, 3 out of the 50 respondents disagreed that Femvertising has something to do with

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women self-esteem, and only 1 strongly disagreed with it. The results illustrates that women self-

esteem increases because of Femvertising.

Table 2: I am aware that Femvertising has an impact on my buying decisions

CHOICES FREQUENCY PERCENTAGE

Strongly Agree 12 24%

Agree 34 68%

Disagree 3 6%

Strongly Disagree 1 2%

Table 2 illustrates that, 12 from the respondents strongly agrees that they are aware of the

impact of Femvertising on their buying decisions, most (34) of the students agrees with the given

statement. On the other hand, 3 students answered disagree and only 1 student strongly disagrees

that she is aware of it. With this result, the researchers will educate the consumer who doesn’t

know that Femvertising has an impact on their buying decision.

Table 2.1: Femvertising affects the buying behavior of women

CHOICES FREQUENCY PERCENTAGE

Strongly Agree 13 26%

Agree 28 56%

Disagree 7 14%

Strongly Disagree 2 4%

In the table shown above, 13 said that they strongly agreed with the statement given, 28

of the respondents agrees that buying behavior of women is being affected by Femvertising.

While, 7 students disagree with it and 2 respondents answered strong disagree. Thus, almost 60%

of the respondents agree that Femvertising affects the buying decision of women.

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Table 2.2: Summary of Variables

FACTORS FEMVERTISING PURCHASE INTENTION

Feminist Advertisement 0.79 0.21
Awareness 1.31 0.19
Increase 1.27 0.22
Behavior 0.9 0.11
In the table above the factor Feminist Advertisement overall rating is 0.79 “strongly agree

and/or agree”; and averages of 0.21 “disagree and/or strongly disagree” under the variable

purchase intention. In awareness, the overall rating is 1.31 “strongly agree and/or agree”; an

average of 0.19”disagrees and/or strongly disagrees”. While the factor Increase had a 1.27

“strongly agree and/or agree” overall rating, and an 0.22“disagree and/or strongly disagree”

average. Lastly, Behavior got an average of 0.9 “strongly agree and/or agree” and a 0.11

“disagree and/or strongly disagree” overall rating.

Table 2.3: Correlation

FEMVERTISING PURCHASE INTENTION

FEMVERTISING 1

PURCHASE INTENTION 0.355832099 1

Considering that the given data above is positive, there is a direct relationship between

the two variables. Therefore, there is a significant relationship between Femvertising and

Purchase Intention of grade 12 students in Our Lady of Fatima University San Fernando,

Pampanga.

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 CHAPTER V

CONCLUSION & RECOMMENDATION

This chapter includes the conclusion of the study and the suggested recommendation

from the researchers for the people who will benefit from this study.

Conclusion

The use of Feminism as a concept for Advertisements has both changed the views and

perception of individuals to women. The researchers analyzes the impact of Femvertising on the

purchase intention of female grade 12 students. This study is based on the impact of femvertising

to their buying decision. It is very significant for the community to be aware of what are the

impacts of it on their buying decision especially when an individual usually shop and buy things

for herself and to those who are also engaged and are always active on Social Media.

The data suggested that Femvertising had a statistically significant (direct) influence on

the female students purchase intention. Results proves that most of the people are not familiar

and aware of femvertising and how it works for a company but since it’s been defined by the

researchers, most of respondents thinks femvertising had greatly affected women’s buying

decisions when it comes to their needs and wants preferably towards their decision making.

Concluded femvertising increases Company’s sale but submissively not all companies who

advertise women increases. Femvertising enhances women empowerment and capability because

it shows how women surprisingly can do and what they feel towards people who manipulate

about their femininity, also some women particularly influences of femvertising who makes

them more proud of their self in result they support and use the product whom lift them up.

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 In addition, femvertising increases public awareness about women and it has to do

something good particularly in society full of people who are doubting women capability

towards something and their physical appearance. Company who make femvertising addresses

not only sales increases but also to put public awareness.

Overall, Femvertising does have an impact to students especially grade 12 female

students from Our lady of Fatima University Pampanga Campus on their Buying-Decision.

Insights gained through this study will provide female consumers and marketer with

quantitative data regarding the impact of femvertising on the students purchase intention. The

findings from this study could prove beneficial in developing or improving any form and type of

Advertisements so that it would be most effectively use not just to attract customers and to

increase company sales but, also to educate, inform, and change the perceptions of their current

and prospective customers/target audience regarding Feminism and other issues.

This will also enable companies to experience high level of interaction with their

audience and an enhanced promotion carried forward to their target audience.

Recommendation

Advertising is one of the most important things present in our society today. Advertising

helps to keep the consumers informed about whatever new products or services are available in

the market at their disposal. It helps to spread awareness about products or services that are of

some use to consumer and potential buyers.

For those female Grade 12 students in Our Lady of Fatima University must know the

meaning of the word Femvertising. It is important because they can gain knowledge and

35 | P a g e
perception about the female-friendly campaigns. Not only for those female Grade 12 students in

Our Lady of Fatima University, other female students should also be aware of Femvertising.

Researchers suggest to a company who uses femvertising as a way of increasing sales, is

to not only promote the product and make the company sales increase but also to make other

people aware of that women have a wide range of capabilities. Femvertising works in a way that

women can uplift their self-esteem and make themselves stronger and a fighter.

For the customer mustn’t downgrade themselves make yourself feel more comfortable

and it is very important for a consumer to know what are the factors affecting his/her purchases.

In the case of Femvertising, women consumers should be aware of the positive and negative

influences of femvertising on their buying decision.

The society must know the changes happening in their community, and one of this is the

use of feminism as a concept for advertisements. Since advertisements raise public awareness the

society should be able to identify what are the significant ones and those are not.

For the future researcher this study can help them to get an idea on what femvertising

can do. The researchers of this study suggested future researchers to further research about

Femvertising and how does it affect the lives of every individual in a society.

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 REFERENCES

Abitbol, A., &Sternadori, M. (2016). You act like a girl: An examination of consumer
perceptions of femvertising. Quarterly Review of Business Disciplines, 3(2), 117-138.

Abitbol, A., &Sternadori, M. (2019). Championing Women’s Empowerment as a Catalyst for

Purchase Intentions: Testing the Mediating Roles of OPRs and Brand Loyalty in the Context of
Femvertising. International Journal of Strategic Communication, 13(1), 22-41.

Åkestam, N., Rosengren, S., &Dahlen, M. (2017). Advertising “like a girl”: Toward a better
understanding of “femvertising” and its effects. Psychology & Marketing, 34(8), 795-806.

Åkestam, N. (2018). Caring for her: the influence of presumed influence on female consumers’
attitudes towards advertising featuring gender-stereotyped portrayals. International Journal of
Advertising, 37(6), 871-892.

Bahadur, N. (2014). Femvertising. ads are empowering women— and making money for brands.
HuffPost Women. Retrieved from: http://www. huffingtonpost. com/2014/10/02/femvertising-
advertising-empoweringwomen_n_5921000. html.

Becker-Herby, E. (2016). The Rise of Femvertising: Authentically Reaching Female Consumers.

Case, L. M. From Femininity to Feminism: A Visual Analysis of Advertisements Before and

After the Femvertising Movement.

Champlin, S., Sterbenk, Y., Windels, K., & Poteet, M. (2019). How brand-cause fit shapes real
world advertising messages: a qualitative exploration of ‘femvertising’. International Journal of
Advertising, 1-24.

Drake, V. E. (2017). The impact of female empowerment in advertising (femvertising). Journal

of Research in Marketing, 7(3), 593-599.

D'Alessandro, S., & Chitty, B. (2011). Real or relevant beauty? Body shape and endorser effects
on brand attitude and body image. Psychology & Marketing, 28(8), 843-878.

Genete, J. A. The Stereotyped Versus the Empowered: The Filipina Image in Local Billboard
Ads.

Group, T. I. (2017, July 12). New trend report: Gender Bias in Advertising. Retrieved October 6,
2019, from https://www.jwtintelligence.com/2017/06/new-trend-report-gender-bias-advertising/.

Jacobson, Camilla, Abdallah, K., Djenane, Lund, &Elisabet. (1970, January 1). Femvertising and
its effects on brand image: A study of men's attitude towards brands pursuing brand activism in
their advertising. Retrieved October 6, 2019, from https://lup.lub.lu.se/student-
papers/search/publication/8963765.

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Kapoor, D., &Munjal, A. (2019). Self-consciousness and emotions driving femvertising: A path
analysis of women’s attitude towards femvertising, forwarding intention and purchase
intention. Journal of Marketing Communications, 25(2), 137-157

Karulkar, Y., Arya, S., Gujral, S., Sharma, A., &Pokharna, M. Does femvertising matter? A
study in the Indian context.

Martell, K. (2019, January 8). The New Rules of Using Feminism in Marketing. Retrieved
October 6, 2019, from https://www.chiefmarketer.com/new-rules-using-feminism-marketing/.

Skey, S. (2015). Femvertising: A new kind of relationship between influencers and

brands. Nisan, 9, 2017.

Surianu, I. (2018). A Preliminary Study on the Potential of Femvertising in Romania. Bucharest

2018, 50.

Wang, S. (2018). EMPOWERING WOMEN THROUGH ADVERTISING: A CONTENT

ANALYSIS ON'FEMVERTISING'CAMPAIGNS.

Wang, S. (2018). Empowering Women through Advertising: A Content Analysis Study

on'Femvertising'Campaigns. Southern Illinois University at Carbondale.

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 APPENDICES

Appendix A. SURVEY QUESTIONNAIRE

Name (Optional): _____________________________________________________________

As part of our requirement on the subject Practical Research 2, we are conducting the
Research entitled “Women Empowerment: Femvertising Impact towards Purchase Intention”.
Please answer as honestly as you possible can reassure that the information obtained on this
survey questionnaire will remain confidential and be used for educational purposes only.

Instruction: Put a check ( ) mark on the corresponding box of your answer. One checked box
per question is required.
I. Demographic Profile
1. Please specify your age.
16 18
17 Others: ____
2. Please specify your strand.
ABM HUMSS
STEM GAS
3. Please specify the amount of your allowance daily.
80-130 181-230
131-180 231 and above
4. Which of the following target audiences would you say you are part of?
Student Parent
Teenager Others: _____
5. Are you familiar with the term Femvertising?
Yes
No
If your answer is No, Femvertising is defined as a type of advertising that employs
pro-female talent, messages, and imagery to empower women and girls.

Instruction: For each statement, put a check ( ) mark whether you Strongly Agree (4), Agree
(3), Disagree (2), or Strongly Disagree (1).
II. Factors in Femvertising
4 3 2 1
STATEMENTS Strongly Agree Disagree Strongly
Agree Disagree
1. I am aware of FEMVERTISING.
2. Femvertising has greatly affected
women buying decision.
3. Company’s sales increase because of
Femvertising.
4. Femvertising enhances women
empowerment.

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 5. Consumers are fully aware that
Femvertising has an influence in their
purchases.
6. Advertising increases the public
awareness about the various issues
happening in the community.
7. Femvertising play a very important role
in capturing the attention of women
consumers.
8. Femvertising increases women self-
esteem.
9. I am aware that femvertising has an
impact on my buying decisions.
10. Femvertising affects the buying
behavior of women.

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Appendix B. DOCUMENTATION:

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 Curriculum Vitae
Michaela Kenaizan S. Bacani
MaglimanBacolor Pampanga
0998-941-5297
kenaizan_michaela@yahoo.com

EDUCATIONAL ATTAINMENT

Senior High School : Our Lady of Fatima University – San Fernando City

2018 - Present

Junior High School : Pampanga High School

2014 - 2018

Elementary : Magliman Integrated School

2008-2014

Achievement : Top 2 (Grade 9); Perfect Attendance (grade 9-10);

Skills : Jingle Making

PERSONAL INFORMATION

Date of Birth : March 03, 2002

Age : 17

Weight : 52

Height : 5’4

Civil Status : Single

Nationality : Filipino

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 Curriculum Vitae

CALIWAG, KYLE RHAYNE D.

Sta Monica, San Luis,Pampanga
0908-989-2884
caliwagkyle.29@gmail.com

EDUCATIONAL ATTAINMENT

Senior High School : Our Lady of Fatima University – San Fernando City

2018 - Present

Junior High School : San Isidro National High School

2014 - 2018

Elementary : Sta. Monica Elementary School

2008-2014

Achievement : Valedictorian (Grade 1-6); With Honors (Grade 7-10); Perfect

Attendance (Grade 9-10); Chief GSP (Grade 9); 6th place Desktop
Publishing (Grade 10); Leadership Awardee (Grade 10); Excellence
Award in Business Math, Statistics and Probability, Practical
Research 1, Understanding Culture Society and Politics, Earth and
Life Science, Physical Science, Personal Development, General
Mathematics (Grade 11)

Skills : Computer Skills; Video Editing

PERSONAL INFORMATION

Date of Birth : December 29, 2001

Age : 17

Weight : 55

Height : 5’2

Civil Status : Single

Nationality : Filipino

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 Curriculum Vitae
DEANG, MILLEN GRACE C.
San Agustin City of San Fernando Pampanga
0906-846-8445
gracedeang5@gmail.com

EDUCATIONAL ATTAINMENT

Senior High School : Our Lady of Fatima University – San Fernando City

2018 - Present

Junior High School : Pampanga High School

2014 - 2018

Elementary : San Fernando Elementary School

2008-2014

Achievement : Best in English (Grade 9); Perfect Attendance (grade 9-10); 1st
Runner Up in Nutrition Month; Excellence Award in Personal
Development (Grade 11)

Skills : Writing a fictional Story

PERSONAL INFORMATION

Date of Birth : November 11, 2001

Age : 17

Weight : 65

Height : 5’3

Civil Status : Single

Nationality : Filipino

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 Curriculum Vitae
DELA CRUZ, MA. BENCH NIÑA T.
Del Rosario City of San Fernando Pampanga
0935-406-4536
benchdelacruz650@gmail.com

EDUCATIONAL ATTAINMENT

Senior High School : Our Lady of Fatima University – San Fernando City

2018 - Present

Junior High School : Sindalan High School

2014 - 2018

Elementary : Sindalan Elementary School

2008-2014

Achievement : With Honors (Grade 10); Perfect Attendance (Grade 10); Most
Responsible Student (Grade 10)

Skills : None

PERSONAL INFORMATION

Date of Birth : December 12, 2001

Age : 17

Weight : 75

Height : 5’4

Civil Status : Single

Nationality : Filipino

45 | P a g e
 Curriculum Vitae
PILAPIL, KILLUA G.
Lagundi, Mexico Pampanga
0999-914-3219
kpilapil24@gmail.com

EDUCATIONAL ATTAINMENT

Senior High School : Our Lady of Fatima University – San Fernando City

2018 - Present

Junior High School : Pampanga High School

2014 - 2018

Elementary : San Fernando Elementary School

2008-2014

Achievement : Top 4 (Grade 9); Perfect Attendance (Grade 10)

Skills : Drawing

PERSONAL INFORMATION

Date of Birth : April 24, 2002

Age : 17

Weight : 58

Height : 5‘7

Civil Status : Single

Nationality : Filipino

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