... promotion ads that were synthetically modified for a femvertising purpose (i.e. showcasing female-dominant crowds in a male-dominated event) as well as the effect of disclaimers revealing the use of AI and its true intent. Design/methodology/approach A between-subjects experimental study, consisting...

...Zahra Sharifzadeh; Natasha T. Brison Purpose This study aims to examine whether sport companies that promote gender equality through femvertising, an advertising trend that empowers women and confronts gender stereotypes, actually support women’s rights with institutionalized approaches...