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An investigation of how inclusive campaigns influence LGBTQI + consumer behaviour. Determine the factors why marketers do not engage with Queer consumers

Rodriguez Montelongo, Adriana (2020) An investigation of how inclusive campaigns influence LGBTQI + consumer behaviour. Determine the factors why marketers do not engage with Queer consumers. Masters thesis, Dublin, National College of Ireland.

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Abstract

This approach was focused on understanding how inclusive campaigns and advertisements influence the behaviour of LGBTQI+ consumers. Two objectives were established, the first was to understand how queer people reacted to advertisements directed at them as a target market and what points in these campaigns influenced them when purchasing a product or service. In the second place, it was important to discover what were the factors that had a negative connotation on consumers and that were not able to connect with them, that is, what mistakes were being made when creating campaigns where the LGBTQI + community was the main audience.

To carry out the research, a qualitative search methodology was used, which consisted of semi-structured interviews, (open and closed questions). For the interviews, a sample formed by ten people, five gays and five lesbians, from different countries, cultures, backgrounds, ages and races was established. It was decided that the participants were of different nationalities with the aim that they could provide a different perspective on the research.

It was found that the LGBTQI + community is a group of consumers loyal to brands who openly support them and who will choose their products over other brands that do not explicitly do so. On the other hand, it was also discovered that they have become more distrustful consumers, as there have been circumstances in which brands that claim to be supportive do so with ulterior motives, either to increase their income or because they want to cover up some type of controversy regarding the brand. Concerning the factors why marketers fail to connect with the community, they are reduced to a lack of standardization. Various causes were mentioned, such as the concentration of these ads on showing gay, white, upper-middle-class and childless men. It was determined that there is a clear lack of cultural and racial diversity in the advertisements, as well as the non existence of advertisements aimed at the elderly or adolescents. On the other hand, the non-appearance of all members of the community in these ads, which have been reduced to gay men and a lesser extent to lesbians, but are still missing today. more transsexuals, bisexuals, non-binaries and other members in these ad campaigns.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: Dan English
Date Deposited: 08 Feb 2021 16:28
Last Modified: 08 Feb 2021 16:28
URI: http://norma.ncirl.ie/id/eprint/4708

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