Search results

This study aims to explore the impact of women empowerment and gender-stereotypical advertising exposure on consumers’ attitudes and purchase intents.

The quantitative research approach was used to assess the women-empowerment and gender-stereotypical advertising on consumers’ attitudes and purchase intentions, explicating the most effective approach in marketing communication in the Arab context, specifically Egypt. Administrated questionnaires were distributed online cross-gender through the use of convenience sampling. The targeted average sample size sought was minimum of 370. Once the data was acquired, partial least square path modelling of structural equation modelling was conducted to test the hypotheses.

Results show that male consumers and female consumers react to a certain extent differently to women-empowerment and gender-stereotypical advertisings. For instance, gender-stereotypical advertisings effect attitude for both genders; it effects male consumers’ purchase intentions, but not female consumers. Women empowerment advertising is insignificant on brand attitude and purchase intention among male consumers; among female consumers, it has significant impact on brand attitude, but not purchase intention. Nevertheless, both categories of advertising contribute to male consumers’ and female consumers’ perception and attitude towards gender role portrayal.

This study provides noteworthy insights and perspectives on women-empowerment (Femvertising) and gender-stereotypical advertising effects on cross-gender consumers in the Arab region (a region of strong masculine culture values). The emerged conclusions aid as a reference and guide for scholars and practitioners to develop effective advertising that create prospect depictions and build inspired female customer base.

This article aims to explore the potential of feminist phenomenology as a conceptual framework for advancing women’s entrepreneurship research and the suitability of interpretative phenomenological analysis (IPA) to the proposed framework.

The article critically examines the current state of women’s entrepreneurship research regarding the institutional context and highlights the benefits of a shift towards feminist phenomenology.

The prevailing disembodied and gender-neutral portrayal of entrepreneurship has resulted in an equivocal understanding of women’s entrepreneurship and perpetuated a male-biased discourse within research and practice. By adopting a feminist phenomenological approach, this article argues for the importance of considering the ontological dimensions of lived experiences of situatedness, intersubjectivity, intentionality and temporality in analysing women entrepreneurs’ agency within gendered institutional contexts. It also demonstrates that feminist phenomenology could broaden the current scope of IPA regarding the embodied dimension of language.

The adoption of feminist phenomenology and IPA presents new avenues for research that go beyond the traditional cognitive approach in entrepreneurship, contributing to theory and practice. The proposed conceptual framework also has some limitations that provide opportunities for future research, such as a phenomenological intersectional approach and arts-based methods.

The article contributes to a new research agenda in women’s entrepreneurship research by offering a feminist phenomenological framework that focuses on the embodied dimension of entrepreneurship through the integration of IPA and conceptual metaphor theory (CMT).

Throughout the world, women encounter strong patriarchal values that promote the virtue of women's chastity. Within numerous conservative societies, such as certain regions of the Islamic Republic of Pakistan, the intactness of the hymen in a young woman is viewed as emblematic of her dignity, righteousness, and pride. Participants in our investigations highlighted that hymen rupture stigma remains prevalent in many parts of Pakistan, often leading to social consequences or disapproval of women who want to participate in sports. Additionally, participants disclosed that some women had internalized the hymen rupture stigma, and families might reinforce it. This chapter contributes to the limited scholarship concerning how social norms, hymen rupture stigma, and family values influence Muslim women's participation or lack of participation in sports in Pakistan.

Relying on social influence and sociomateriality theories, this research provides new insights about the social and material drivers relating to the sexualisation of online behaviour of social media influencers.

Using a netnographic approach, observation data were gathered from the Instagram accounts of 20 influencers dedicated to beauty and fashion. In addition, 15 in-depth interviews were conducted with women adopting sexualisation practices online. The data were analysed using an abductive strategy; all materials were coded according to thematic analysis principles.

The authors observe that sexualisation is a result of a complex system of social interactions encouraged and reinforced by multiple factors and actors. In particular, the authors outline the major influence of technology that has become a non-human authority defining implicit norms and shaping the beliefs and behaviours of women influencers.

In contrast to existing literature which mainly focuses on the negative consequences of sexualisation, this work sheds some light on social constructs in social media. The authors contribute to the growing literature on social media influencers. Although many works focus on their persuasiveness, this work helps to better understand the social setting, motivations and pressures that are contained in social and technological contexts.

The study aims to examine the conceptualization of online abuse (OA) and identifies theories, countries of research, top-cited articles, methodologies, antecedents, mediators, outcomes and moderators of OA and future research opportunities. Two research questions are addressed. How have the past studies on OA progressed regarding theories, context, characteristics and methodology? What future research opportunities can be done in this area?

This study systematically reviews, synthesizes and integrates OA literature using the well-recommended preferred reporting items for systematic reviews and meta-analyses (PRISMA) rules. The literature on OA was synthesized based on the Theory–Context–Characteristics–Methodologies (TCCM) framework given by Paul and Rosado-Serrano.

Through an examination of TCCM used in OA research, the review presents an all-inclusive and up-to-date overview of the research in this arena and sets a future research agenda to spur scholarly research. This systematic literature review has analyzed top-quality sample papers, published in the past decade. As a result, it contributes to a better understanding of this relationship by analyzing the different types of use and the value added to the shopping experience.

This study provides groundwork for researchers and promotes a deeper understanding of OA.

The prevalence of sexual harassment (SH) in Pakistan can be traced back to deeply ingrained cultural ideas, myths and practices that justify and normalize such behavior. This prevalence justifies the need to uncover the factors behind this phenomenon.  As a result, a more detailed mechanism of how and why abuse of power (AOP) can influence female athletes' perceptions of SH behaviors is needed. This study aims to investigate the indirect effects of gender stereotyping in sports (GSS) and benevolent sexism (BS) using sequential mediation.

We collected data from 398 female athletes at football sports clubs in Pakistan. The SEM-PM technique was applied to determine whether these factors are linked to an increased risk of female athlete SH.

The direct relationship between AOP and SH was discovered to be positive and significantly associated with SH, where GSS and BS sequentially mediate the relationship between AOP and SH.

This research provided valuable insights and data related to perceptions of athletes of SH in sports in Pakistan that can lead to the development of effective policies and introduce preventative measures. By addressing this problem, study advises sports governance officers and directors to establish policies, protocols and procedures, including periodic training and dissemination of the policy, subsequent review of its effectiveness, and successful reactions to sexual contact. To ensure that criminal and disciplinary provisions are applied by providing specialized training to the staff of sports organizations.

Primary data collection and analysis were focused.