Home⇛International Journal of Multidisciplinary: Applied Business and Education Research⇛vol. 6 no. 6 (2025)

The Coming Out of Advertising: Bulakeño Millennials' and Generation Z Responses to Homosexual-Themed Advertisements

Allyana Denise Blas | Chayra Fiel Dela Cruz | John Benedict Dela Rosa | Analyn Guiao | Beverly Valencia | Jian Carlo D. Tan

Discipline: Education

 

Abstract:

Homosexual imagery in advertising has increased in recent years, re-flecting greater inclusivity and diversity in marketing. Even though such campaigns gained global attention, reactions differed across cultural contexts. This study explored Filipino consumers' tolerance of homosex-uality and its impact on responses to homosexual-themed advertising and brand attitude. It also examined how developmental factors, tradi-tional culture, and generational differences influenced homosexual tol-erance. Through a quantitative approach, data from 403 participants were gathered via an online survey. The researchers analyzed variable correlations using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results revealed that a higher tolerance of homosexuality correlated with a more positive attitude toward such advertisements and brands. Furthermore, developmental factors and generational dif-ferences positively influenced homosexual tolerance, whereas tradi-tional culture had a negative impact. Understanding these factors pro-vided insights for advertisers and marketers on inclusive campaigns that resonated with diverse audiences and laid a foundation for future research.



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