The power of customer engagement, message burnout, and ethical orientation: how femvertising affects share-of-wallet

Vu Phuong Uyen Ho, SM Rahman, Jana Bowden, Jamie Carlson, Christian M. Ringle

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

Original language	English
Title of host publication	AMA Winter Academic Conference 2026
Place of Publication	Madrid, Spain
Publication status	Accepted/In press - Feb 2026

Keywords

@inproceedings{4f47643264d444599266887b570582b9,

title = "The power of customer engagement, message burnout, and ethical orientation: how femvertising affects share-of-wallet",

keywords = "gender equality, value based marketing, advertisement",

author = "Ho, \{Vu Phuong Uyen\} and SM Rahman and Jana Bowden and Jamie Carlson and Ringle, \{Christian M.\}",

year = "2026",

month = feb,

language = "English",

booktitle = "AMA Winter Academic Conference 2026",

}

TY - GEN

T1 - The power of customer engagement, message burnout, and ethical orientation

T2 - how femvertising affects share-of-wallet

AU - Ho, Vu Phuong Uyen

AU - Rahman, SM

AU - Bowden, Jana

AU - Carlson, Jamie

AU - Ringle, Christian M.

PY - 2026/2

Y1 - 2026/2

KW - gender equality

KW - value based marketing

KW - advertisement

UR - https://www.ama.org/wp-content/uploads/2025/11/FY26Winter_ConferenceProgram_v1_11.14.25.pdf

M3 - Conference proceeding contribution

BT - AMA Winter Academic Conference 2026

CY - Madrid, Spain

ER -