Leveraging Social Media Advertising to Foster Female Consumers’ Empowerment and Engagement: The Role of Regulatory Mode
研究提出采用运动导向（强调目标推进）而非评估导向（强调正确决策）的社交媒体广告策略，能增强女性消费者的赋权感并提升其广告参与度，帮助营销者制定更包容的传播策略。
While prior research has gleaned important insight into consumers’ social media engagement, an important literature-based tension exists that warrants further attention. On the one hand, females are increasingly empowered (e.g., through their rising spending power). On the other hand, advertising-based gender stereotypes persist, thus limiting female consumers’ empowerment and decelerating advertising-based inclusion, equity, and diversity. Deploying regulatory mode theory, we propose that the adoption of a locomotion (vs. assessment) orientation, which emphasizes the initiation and continuation of the consumer’s goal pursuit (vs. focusing on the individual’s arrival at the “right” decision), respectively, can be leveraged to empower female consumers and boost their engagement with social media–based advertising. These predictions are tested across field studies 1a–1b and experiments 2–3. These findings can benefit marketers in developing effective communication strategies that resonate positively with female consumers, thus boosting their advertising-based inclusion, equity, and diversity.