Presentation Schedule
Shaping the Narrative: Advertising Professionals’ Engagement with Diversity and Inclusion (101118)
Session Chair: Osnat Roth-Cohen
Sunday, 8 February 2026 16:20
Session: Session 3
Room: Tourmaline 209 (Level 2)
Presentation Type: Oral Presentation
Given the issue of diversity underrepresentation in advertising and the questionable effectiveness of promoting diversity, equity, and inclusion (DEI), this research examines advertising professionals’ intentions to engage in DEI initiatives and their attitudes toward DEI as precursors to their intentions. In mixed-methods-based research, we examined advertising professionals’ online conversations, their reactions to DEI campaigns, and expectations regarding their outcomes.
Study 1 used netnography, which provides representations of the online experiences of online community members. Sampling and data collection followed the steps outlined by netnographic guidelines: a specific site and a small number of posts; maintaining membership in an online community; gaining exposure and experience like group members; real-time analysis. All posts (N = 110) identified complied with one or more predefined keywords and included a practitioner’s opinion, suggestion, or analysis of a DEI campaign. All posts were coded within the data itself (i.e., Facebook posts).
Study 2 employed an online survey of a sample of advertising professionals to measure predefined variables via validated scales. The key concepts employed in the suggested research model and outlined by the Theory of Planned Behavior - attitudes and behavioral intentions - were measured.
Results show positive attitudes toward DEI traits, with gender and sexual orientation as the most popular topics, characterized by emotional and authentic values. Advertising professionals believe they can influence consumers and spark social change. These findings offer insights into advertising practitioners’ attitudes toward DEI and their influence on DEI-related advertising practices.
Authors:
Osnat Roth-Cohen, Ariel University, Israel
Yaniv Gvili, Ono Academic College, Israel
About the Presenter(s)
Dr. Osnat Roth-Cohen is a senior lecturer in the School of Communication at Ariel University in Israel.
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