Advertising to empower: Exploring women’s responses to world impact program ads through social identity and narrative analysis

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Authors
Busenitz, Tina
Advisors
Parcell, Lisa
Issue Date
2024-05
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Thesis
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This research explores women's responses to World Impact's program advertising through 15 in-depth interviews with women of diverse levels of program engagement. Although there is substantial research on the impact of narrative persuasion and social identity on advertising, more research needs to be conducted on how faith-based nonprofits can best utilize the power of story and social identity in their marketing efforts to engage clients, especially female clients. This research focuses on women's perceptions of World Impact's advertisements for its four principal programs and identifies the critical factors influencing their engagement with these ads. The analysis, grounded in social identity and narrative persuasion, demonstrates that women are more likely to engage with ads featuring stories of empowered female figures, particularly those depicted as mothers, leaders, and pastors. Conversely, women often disregard ads featuring only men as they imply exclusivity to male participants. This research concludes with several suggestions for World Impact's marketing department to effectively engage more women through their program advertisements.

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Thesis (M.A.)-- Wichita State University, College of Health Professions, Communication Sciences and Disorders Program
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Wichita State University
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