Newsjacking and LGBTQIA+ advertising: Gender differences and the mediating role of brand integrity

This study examines gender differences in reactions to LGBTQIA+ (lesbian, gay, bisexual, transgender, queer or questioning, intersex, asexual or ally, and other identities and expressions not specifically captured by these categories) advertising representation, focusing on perceived brand integrity’s role in shaping purchase intention. As brands increasingly incorporate LGBTQIA+ aspects to reflect societal values, understanding gender-specific responses does not only advance academic literature, but also guide marketers in their communication strategies. Using a quasi-experimental between-subjects design (n = 96) and a 2 × 2 between-subjects design (n = 283), the results indicate that men are more likely than women to reject same-sex orientations and report lower purchase intention for brands advertised with same-sex couples (Study 1) or LGBTQIA+ themed advertised products (Study 2). Additionally, perceived brand integrity mediates the relationship between gender and purchase intention, with women perceiving higher integrity in LGBTQIA+ inclusive brands, leading to higher purchase intention. These findings highlight the importance of nuanced, gender-sensitive approaches while using diversity aspects in marketing. This study contributes to understanding gendered consumer responses in inclusive marketing and provides implications for brands aiming to integrate diversity into their marketing communication.