... 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...

...Samer Elhajjar Purpose The purpose of this paper is to offer a clear understanding of the use of femvertising in Lebanon and its effects on consumers in general. Design/methodology/approach Data was collected using an online survey questionnaire, administered to a random sample of 318...