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Beyond the rainbow: The influence of LGBTQIA+ representation in advertising on consumer decision making

Author

Listed:
  • Hortillo, Jose Neil

    (Assistant Professor of Marketing, College of Management, University of the Philippines Visayas, Philippines)

  • Larido, Dion Mary

    (Focal Person, Gender and Development, Hercor College, Philippines)

  • Morales, Kaycee Karyll

    (Client Success Coordinator-Influencer Marketing, FiltaGlobal Philippines, Philippines)

  • Olores, Press Ann Giselle

    (Digital Marketing Associate, GoTeam, Philippines)

  • Valdehueza, Paula Mariz

    (Marketing and Shop Specialist, Ramon Aboitiz Foundation, Philippines)

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.

Suggested Citation

  • Hortillo, Jose Neil & Larido, Dion Mary & Morales, Kaycee Karyll & Olores, Press Ann Giselle & Valdehueza, Paula Mariz, 2025. "Beyond the rainbow: The influence of LGBTQIA+ representation in advertising on consumer decision making," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 10(1), pages 59-80, December.
    • Handle: RePEc:aza:jcms00:y:2025:v:10:i:1:p:59-80
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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