Toms Kreicbergs, Deniss Ščeulovs, Ieva Andersone

Proceedings of the 13th International Multi-Conference on Complexity, Informatics and Cybernetics: IMCIC 2022, Vol. II, pp. 65-70 (2022); https://doi.org/10.54808/IMCIC2022.02.65

Toms Kreicbergs
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Deniss Ščeulovs
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Ieva Andersone
Faculty of Engineering Economics and Management, Riga Technical University, Riga, Latvia

Cite this paper as:
Kreicbergs, T., Ščeulovs, D., Andersone, I. (2022). The Phenomenon of Traditional Masculinity and Its Impact on Advertising: A Qualitative Study Based on Consumer Engagement in Digital Environment. In N. Callaos, S. Hashimoto, N. Lace, B. Sánchez, M. Savoie (Eds.), Proceedings of the 13th International Multi-Conference on Complexity, Informatics and Cybernetics: IMCIC 2022, Vol. II, pp. 65-70. International Institute of Informatics and Cybernetics. https://doi.org/10.54808/IMCIC2022.02.65

The aim of the research is to explore consumer perceptions of traditional masculinity in advertising, determining the effectiveness of these advertising efforts of offering brand’s version of masculinity to men. The scientific literature on the subject of masculinity in advertising is increasingly suggesting a cultural shift taking place in Western society and the need for brands to adopt more inclusive depictions of masculinity. This research, however, is analyzing the traditional versions of masculinity and the impact of that through advertisers’ perspective, by developing a methodology of analyzing consumer perceptions through statistical, sentiment, discourse and qualitative content analysis. The results show that contrary to what significant amount of scientific literature suggests, traditional masculinity can be well perceived by consumers, especially if the advertisement is presenting traditional masculinity with humor. The results also indicate correlation between likeability and consumer engagement and the importance of the main character and characteristics displayed in the advertisement for receiving positive consumer feedback.