Fem-vertised and fem-washed advertising on Instagram: How do they affect the attitude towards the brand and purchase intention?

Author(s)
Iara Noronha dos Reis, Katharina Harm, Melanie Saumer, Ariadne Neureiter, Jörg Matthes
Organisation(s)
Department of Communication
Pages
145-159
No. of pages
15
DOI
https://doi.org/10.1007/978-3-658-43936-1_10
Publication date
2025
Austrian Fields of Science 2012
508007 Communication science
Portal url
https://ucrisportal.univie.ac.at/en/publications/4a7a6009-db45-4ed2-b98a-9306001bb361