Beyond the rainbow: The influence of LGBTQIA+ representation in advertising on consumer decision making
Abstract
This paper analyses how LGBTQIA+ inclusive advertisements affect consumer perceptions, attitudes and behaviours in Iloilo City, Philippines. Though media has become more visible and inclusive, advertisers face challenges in developing genuine advertising campaigns that represent the diverse experiences of LGBTQIA+ individuals. The research study used a mixed-method approach to analyse 160 survey participants who viewed a local brand advertisement. The research team applied statistical methods, including chi-square test, t-test and analysis of variance to analyse quantitative data while extracting qualitative findings from open-ended responses. The research showed that gender acts as a determining factor in shaping how consumers view and respond to LGBTQIA+ inclusive adverts, which subsequently influences their purchasing decisions. The study shows that consumers have greater enthusiasm when advertisements present authentic narratives and genuine experiences. The research provides valuable guidance to marketers who wish to create effective, inclusive marketing campaigns that target diverse audiences where cultural background and personal beliefs strongly influence consumer actions.
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Author's Biography
Jose Neil Hortillo is an assistant professor of marketing at the College of Management, University of the Philippines Visayas, teaching Marketing Research and Data Analytics in Marketing. He had held executive positions in multinational companies within various industries such as market research consulting, energy, banking and information technology. His research interests include tourism marketing, consumer behaviour, knowledge management, personal finance and e-governance. He obtained his Doctoral Public Administration and Bachelor of Science in Business Economics degrees from the University of the Philippines Diliman and his master’s degree in business management from the University of the Philippines Visayas.
Dion Mary Larido is a freelance marketing professional, illustrator and graphic artist. She previously served as a Gender and Development Focal Person at Hercor College, overseeing gender equity initiatives and related programming. Her previous roles include serving as Chairperson for Advertising Conference, creating content for the Colegio de la Purisima Concepcion College of Law and completing a marketing internship with iQor’s Talent Acquisition Department. She graduated Bachelor of Science in Business Administration degree (Hons) in marketing from the University of the Philippines Visayas.
Kaycee Karyll Morales is a marketing professional working as a Client Success Coordinator at Obviously, where she collaborates with top brands such as Dove, Meta and Brand USA. She has experience in influencer marketing, content strategy and campaign design. Her previous roles include creative work for Advertising Conference, social media and copywriting at Eon Group and reality marketing. She received top recognition during her work immersion at Philippine Animal Sanctuary and Rescue, Inc. She graduated with a Bachelor of Science in Business Administration (Hons) degree in marketing from the University of the Philippines Visayas.
Press Ann Giselle Olores is a marketing professional working as a Digital Marketing Associate, supporting digital content initiatives to enhance brand visibility and audience engagement for automotive dealerships in Australia. Her role involves managing social media content, designing and executing email marketing campaigns, maintaining website content and overseeing digital advertising across social media platforms. In addition, she contributes to business development efforts and provides executive-level support. She previously completed internships with Grant Shoes through Eskwelabs and at The Medical City Iloilo. She graduated with a Bachelor of Science in Business Administration degree (Hons) in marketing from the University of the Philippines Visayas.
Paula Mariz Valdehueza has diverse marketing experience and currently works as a Marketing and Shop Specialist at Ramon Aboitiz Foundation, Inc, where she supports the promotion of museum and gallery programmes, artisan collaborations, and heritage initiatives through community-based marketing and partnerships. She previously worked with Anita’s Home Bakeshop and interned at Callbox and JustGo Travel and Tours, gaining experience in content creation, customer engagement, and strategy development. She graduated with a Bachelor of Science in Business Administration degree (Hons) in marketing from the University of the Philippines Visayas.
