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Previous studies mainly focused on its impact on female consumers, while the perceptions and responses of male consumers are usually ignored. Focusing on the context of men purchasing women\u2019s clothes as gifts, this study aimed to explore the impact of femvertising on male consumers\u2019 gift purchasing intention and reveal the mechanism, with the mediating effects of female empowerment and brand hypocrisy and the moderation effect of gift recipient. A situational experiment was conducted to acquire data, and hypotheses were tested with regression analysis and the bootstrapping method. The results demonstrated that the total effect of femvertising on male consumers\u2019 gift purchasing intention is not significant, but there is a positive mediating effect of female empowerment and a negative mediating effect of brand hypocrisy, and the mediating effect of female empowerment is stronger for a communal relationship (versus an exchange relationship).<\/jats:p>","DOI":"10.3390\/jtaer20020112","type":"journal-article","created":{"date-parts":[[2025,5,23]],"date-time":"2025-05-23T06:35:09Z","timestamp":1747982109000},"page":"112","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["The Impact and Mechanism of Femvertising in Male Consumers\u2019 Gift Purchasing Intention"],"prefix":"10.3390","volume":"20","author":[{"given":"Siyu","family":"Yang","sequence":"first","affiliation":[{"name":"School of Fashion Design and Engineering, Zhejiang Sci-Tech University, Hangzhou 311106, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8383-4232","authenticated-orcid":false,"given":"Zengrui","family":"Xiao","sequence":"additional","affiliation":[{"name":"International Institute of Fashion Technology, Zhejiang Sci-Tech University, Hangzhou 311106, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Diqing","family":"Qian","sequence":"additional","affiliation":[{"name":"International Institute of Fashion Technology, Zhejiang Sci-Tech University, Hangzhou 311106, China"},{"name":"Zhejiang Provincial Innovation Center of Advanced Textile Technology, Shaoxing 312030, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2025,5,23]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","unstructured":"Adal\u0131, G., Yardibi, F., Ayd\u0131n, \u015e., G\u00fcdekli, A., Aksoy, E., and Ho\u015ftut, S. 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