Final answer:
The attitude of working women on social media towards certain products is shaped by their perceptions, which are influenced by advertising strategies and societal gender stereotypes. Both internal and external factors, such as cognitive dissonance and social media persuasion tactics, interact to affect their intention to buy and actual buying behavior.
Step-by-step explanation:
The attitude of working women can have a significant impact on their perception, intention to buy, and buying behaviour, especially through channels like social media. Traditional media has historically portrayed women within a narrow set of aesthetic standards, contributing to societal gender stereotypes, which can influence attitudes and self-perception. For instance, studies by Fox and Bailenson (2009) and Brasted (2010) highlight how gender stereotypes in media content can lead to negative attitudes toward women.
Attitudes consist of three components: affective (feelings), behavioral (actions), and cognitive (beliefs). They are influenced not only by external factors like advertising and social media engagement, which often use tactics based on authority, conformity, and persuasion, but also by internal factors such as cognitive dissonance. As a result, the presence of certain portrayals in media can potentially skew a woman's perceptions and buying behaviors.
Social media outlets like Faceb_k and Twi_ter shape decision-making processes and have become crucial in assessing products and services. The convergence of advertising strategies and the power of social media conformity can influence working women's attitudes towards products. This is because these outlets provide both feedback and reinforcement, thus shaping intentions to buy and actual buying behavior.