Advertising and social inclusion

consumer perception and influence on purchase intention

Authors

DOI:

https://doi.org/10.18568/cmc.v20i59.2833

Keywords:

advertising, inclusion, attitude, persuasion, purchase intention

Abstract

The objective of this study was to analyse consumers' perception and attitude towards advertising based on inclusive messages. Four dimensions were observed that show the perception of consumers as to the motives underlying these campaigns on the part of brands, the persuasion capacity of these messages and the purchase intention that may result from this process. The study was contextualized in Portugal and focused on the perception of the Dove brand campaign for “Body Love” lotions by male and female respondents in the 18-25, 26-35 and 36-41 age groups.

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Author Biographies

Elsa Simões, Universidade Fernando Pessoa

PhD in Linguistics (Advertising Text) from Lancaster University (United Kingdom). Associate Professor at the Fernando Pessoa University (Porto, Portugal) and Integrated Member of LabCom (University of Beira Interior, Portugal). Teaches and publishes in the area of ​​advertising communication and media studies. In this article, he worked on the theoretical development of the text and contributed to bibliographical research, literature review and writing.

Joana Gomes de Sousa, Universidade Fernando Pessoa

Master in Communication Sciences, specialisation in Public Relations, Advertising and Marketing at Fernando Pessoa University (Porto, Portugal) She is undertaking a Professional Internship at Best Sports. In this article, she conceived and applied the survey, worked on the theoretical development of the text, literature review and in the initial stages of writing.

Manuel José Fonseca, Escola Superior de Ciências Empresariais do Instituto Politécnico de Viana do Castelo

PhD in Information Sciences, specializing in Advertising Communication, from Fernando Pessoa University, Porto, Portugal. Adjunct Professor at the School of Business Sciences at the Polytechnic Institute of Viana do Castelo (Porto, Portugal) and Integrated Member of UNIAG – Unit for Applied Research in Management. Teaches and researches in the area of ​​communication and marketing management. In this article, he worked on the theoretical development of the text, contributing to its theoretical framework and writing.

Paulo Ribeiro Cardoso, Universidade Fernando Pessoa e Universidade Lusíada do Porto

PhD in Advertising and Public Relations from the Autonomous University of Barcelona. Associate Professor at the Fernando Pessoa University (Porto, Portugal) and Assistant Professor at the Lusíada University of Porto (Portugal). Consultant in the areas of marketing research, brand strategy and communication planning. In this article, he developed the conceptual model, performed the statistical data analysis and contributed to the writing.

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Published

2023-12-29

How to Cite

Simões, E., Gomes de Sousa, J., Fonseca, M. J., & Ribeiro Cardoso, P. (2023). Advertising and social inclusion: consumer perception and influence on purchase intention. Comunicação Mídia E Consumo, 20(59). https://doi.org/10.18568/cmc.v20i59.2833

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Vol. 20 No. 59 (2023): SET/DEZ

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