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Keywords: Femvertising
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Journal Articles
Qualitative Market Research: An International Journal (2024) 27 (1): 42–60.
Published: 24 November 2023
...Huan Chen; Yang Feng Purpose This study aims to investigate replies to the top 10 comments under Always “Like a Girl” YouTube femvertising video to gauge consumers’ responses regarding femvertising as well as relationships among commenters. Design/methodology/approach This study adopted...
Journal Articles
Qualitative Market Research: An International Journal (2021) 24 (3): 302–325.
Published: 02 November 2020
... femvertising and the theory presents four paths for brands to consider when promoting CSR practices, namely, ethical sourcing, cause-related marketing product, a signal of product care and quality and signal of an authentic relationship with the consumer. Practical implications The model provides four...
