... (or femvertising) strives towards women empowerment and gender equality by stripping down stereotypes. However, through closer inspection, this study examines if this femvertising by brands nowadays is a gimmick to sell their products and further the neoliberal, postfeminist perspective. Design/methodology...

..., companies need to develop appropriate messaging strategies to increase the effectiveness of their femvertising communications. Design/methodology/approach A between-subjects 3 × 1 online experiment was conducted to examine the influence of different messaging strategies (symbolic, philanthropic...

...Aleena Amir; David Roca; Lubaba Sadaf; Asfia Obaid Purpose Given the extensive evidence of femvertising's positive effects in Western cultures, this paper aims to investigate how femvertising may influence customers' perceptions and brand-related outcomes in a patriarchal context such as Pakistan...

... conducted a multi-case study research with content analysis of 905 coded online comments in a video hosting website towards four femvertising campaigns. Findings Results indicate that femvertising plays an important role in the emotional connection between women and brands, but consumers may react...