Drag queen culture as a strategy in advertisements for makeup companies

Lic. Ana Belen Cuba Baldoceda

Master's thesis

Abstract:

The present study examines the influence of drag queens in make-up advertisements and their impact on consumers' purchase intention. A semi-structured interview and survey was conducted with a sample of 384 women in Prague, with questions designed to measure the results and to generate a logistic regression model with variables to analyze whether there is a positive effect of makeup companies including drag queens. The results indicated that the inclusion of drag queens in makeup advertisements has a positive effect on the purchase intention of the consumers surveyed. However, it should be noted that there are external factors to consider, such as product cost, product quality, among others. Despite these limitations, this study suggests the inclusion of drag queens in makeup advertisements as an effective strategy to improve brand perception and, as the ultimate goal of all advertising, to increase sales.

Keywords

Marketing, Drag queen, Culture, Ambassador, Advertisements, Makeup, Strategy, Prague, Czech Republic

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 1. 4. 2023

Obhajoba závěrečné práce

• Obhajoba proběhla 22. 5. 2023
• Vedúci: Ing. Richard Selby, Ph.D.
• Oponent: Zdenek Linhart, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Economics and Management