Prethodno priopćenje
https://doi.org/10.56321/IJMBS.9.15.24
CONSUMER ATTITUDES TOWARDS WOKE ADVERTISING
Lucija Škrnički
orcid.org/0009-0004-4204-5941
; Fiftyseven hours d.o.o., Zagreb, Croatia
Sažetak
Over the past decade, riots and protests in the United States sparked by racial inequality and police brutality have sparked broader public engagement and the development of social movements. Movements such as Black Lives Matter and Me Too have not only influenced social change, but have also become a part of many companies’ marketing communications. This trend, known as “woke advertising”, refers to marketing communication activities that emphasise social issues or support social movements. The aim of this approach is to increase the connection between the brand and consumers, but the question arises as to how consumers perceive such brand engagement on social issues. Therefore, this paper examines the attitudes of consumers in the Republic of Croatia towards brand activism and woke advertising using examples of advertising campaigns of the Always and Gillette brands. An exploratory study was conducted with a convenience sample of 174 consumers in the Republic of Croatia. It was found that respondents in the Republic of Croatia had a relatively positive attitude towards brand activism and woke advertising before seeing the Always and Gillette woke adverts. After seeing these adverts, female respondents expressed a more positive attitude towards the Always brand and male respondents expressed a less positive attitude towards the Gillette brand. The female respondents were more positive about the Always woke advertising campaign, while the male respondents were less positive about the Gillette woke advertising campaign. As this was an exploratory study on a convenience sample, the results cannot be generalised. However, they provide useful insights for future research on this topic in the Republic of Croatia and allow practitioners to apply a similar approach to test their potential woke advertising campaigns.
Ključne riječi
woke advertising; social movements; consumer attitudes; marketing communication
Hrčak ID:
313236
URI
Datum izdavanja:
29.12.2023.
Posjeta: 200 *