Investigating the Role of Attitudes Toward Gender Stereotypical Advertisment on Social Media in Consumers' Purchase Intention

This research examines the effect of gender stereotypical advertisements on consumers' purchase intention. This research is a survey type, and a researcher- made questionnaire was used to measure people's opinions, the reliability and validity of which was evaluated, and also the reliability of the index itself is measured by three criteria: 1) Cronbach's alpha, 2) Composite reliability, 3) coefficients of factor loadings. Questionnaires were sent to different people through social networks. After seeing two teasers, which is the first promotional teaser (using the attractiveness of women in the advertisement) and the second promotional teaser (using the woman in the advertisement in the traditional role of mother), they answered the questions. They responded to the letter. Sampling of the current research was convenience sampling. The investigation of the proposed research model and the investigation of the hypotheses have been carried out using structural equation modeling and partial least squares (PLS) method. The results showed that the attitude towards gender stereotypical advertisements has a positive and direct effect on purchase intention. The limitation of the current research was the selection of a gender stereotype advertisement that used the attractiveness of women in Iran as a Muslim country. However, contrary to expectations The results of the research were close to the results of a non-Muslim country such as Spain, and both of them, female gender stereotyped advertisements with attractive appearance had a positive effect on people's purchase intention. Finally, the results of this research help advertising experts to professionally create promotional teasers and effectively influence people's purchase intentions.