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A Preliminary Study on the Potential of Femvertising in Romania

Author

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  • Surianu Iulia

    (The University of Sheffield International Faculty, CITY College, Serbia)

Abstract

The purpose of this paper is to serve as a preliminary exploration of the potential of femvertising in Romania. The topic of femvertising is one of actuality, being a recent trend that has not been fully explored in the literature, much less in the Romanian literature. The research was carried out in a time frame of two weeks, through an internet survey, using a direct questionnaire. The total number of valid answers was 101, from a sample that consisted of women aged eighteen to sixty-five. Quantitative research is employed in order to determine if women are pleased with the way Romanian advertising depicts and addresses them, as well as to establish whether femvertising is a means of communication that appeals to them more than the communication strategies that are currently in place, with an attempt to also measure its impact on product preference. The research adds value through drawing attention to a new communication trend, which is deemed as effective by the results of the present study, while connecting it to the local market, and exploring the way these two elements interact.

Suggested Citation

  • Surianu Iulia, 2018. "A Preliminary Study on the Potential of Femvertising in Romania," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 50-56, July.
    • Handle: RePEc:aes:icmbdj:v:1:y:2018:i:1:p:50-56
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    More about this item

    Keywords

    advertising; Romanian women; femvertising; marketing communications.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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