MAPPING THE FEMVERTISING LANDSCAPE: A SYSTEMATIC LITERATURE REVIEW

Year 2024, Volume: 7 Issue: 4, 465 - 489, 31.10.2024

Duygu Aydın Ünal

https://doi.org/10.33723/rs.1549677

Abstract

In this systematic literature review, the aim is to explore the place of the concept of femvertising in academic literature. Accordingly, articles published in journals indexed in the Web of Science database that use the keyword "femvertising" have been analyzed. The results revealed that research on femvertising has been conducted since 2016, with most studies focusing on the business category. More than half of the articles have employed qualitative research methods. The review of contemporary literature reveals a growing body of research centered around the concept of femvertising, with a particular emphasis on the interplay between social media, women empowerment, and consumer attitudes. A notable gap in the existing literature is the paucity of studies investigating the intersection of femvertising and corporate social responsibility.
After the VOSviewer analysis, the most frequently cited sources are revealed as the Journal of Advertising, International Journal of Advertising, Female Media Studies, and Sex Roles. The presence of Female Media Studies and Sex Roles emphasizes the interdisciplinary aspect of femvertising research, thus suggesting that a comprehensive understanding of the topic requires perspectives from both marketing and gender studies. This underscores femvertising's relevance in both fields. Also, the analyzed articles mainly used qualitative methods, with content analysis, interviews, discourse analysis, and textual analysis being the most common. Quantitative methods like experiments and structural equation modeling were also used, though studies combining both approaches were rare. There is a notable deficiency in research employing big data analytics.

Keywords

Femvertising, Consumer Behaviour, Advertising

Femvertizing Alanının Haritalanması: Sistematik Bir Literatür İncelemesi

Abstract

Bu sistematik literatür taramasının amacı, femvertising kavramının akademik literatürdeki yerini araştırmaktır. Bu doğrultuda, Web of Science veri tabanında indekslenen dergilerde "femvertising" anahtar kelimesi kullanılarak yayınlanan makaleler analiz edilmiştir. Araştırma sonuçları, femvertising konusunun 2016 yılından bu yana incelenmeye başlandığını ve çalışmaların çoğunun işletme kategorisine odaklandığını göstermektedir. Makalelerin yarısından fazlası nitel araştırma yöntemleri kullanmıştır. Güncel literatürün incelenmesi, femvertising kavramı etrafında büyüyen bir araştırma alanı olduğunu ve özellikle sosyal medya, kadın güçlendirme ve tüketici tutumları arasındaki etkileşimlere odaklandığını ortaya koymaktadır. Mevcut literatürdeki önemli bir boşluk, femvertising ve kurumsal sosyal sorumluluk arasındaki kesişimi inceleyen çalışmaların yetersizliğidir.
VOSviewer analizi sonucunda en sık atıfta bulunulan kaynaklar Journal of Advertising, International Journal of Advertising, Female Media Studies ve Sex Roles olarak ortaya çıkmaktadır. Female Media Studies ve Sex Roles dergilerinin varlığı, femvertising araştırmalarının disiplinlerarası niteliğini vurgulamakta ve bu konunun kapsamlı bir şekilde anlaşılması için hem pazarlama hem de toplumsal cinsiyet çalışmaları perspektiflerine ihtiyaç duyduğunu göstermektedir. Bu durum, femvertising'in her iki akademik alan için de önemini ortaya koymaktadır. Ayrıca, analiz edilen makalelerde en yaygın olarak içerik analizi, mülakat, söylem analizi ve metin analizi gibi nitel yöntemlerin kullanıldığı görülmektedir. Deney ve yapısal eşitlik modellemesi gibi nicel yöntemler de yer almaktadır; ancak nitel ve nicel yaklaşımları birleştiren çalışmalar çok azdır. Büyük veri analitiğinin kullanıldığı araştırmaların hiç yer almaması da dikkat çekmektedir.

Keywords

Femvertising, Tüketici Davranışı, Reklam

References

• Åkestam, N., Rosengren, S., & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects: ÅKESTAM et al. Psychology & Marketing, 34(8), 795–806. https://doi.org/10.1002/mar.21023 Beeghly, E. (2015). What is a Stereotype? What is Stereotyping? Hypatia, 30(4), 675–691. https://doi.org/10.1111/hypa.12170 Champlin, S., Sterbenk, Y., Windels, K., & Poteet, M. (2019). How brand-cause fit shapes real world advertising messages: A qualitative exploration of ‘femvertising’. International Journal of Advertising, 38(8), 1240–1263. https://doi.org/10.1080/02650487.2019.1615294
• Chen, H., & Feng, Y. (2024). Friend or Foe? A mixed method analysis of YouTube users’ replies to top comments of femvertising. Qualitative Market Research: An International Journal, 27(1), 42–60. https://doi.org/10.1108/QMR-05-2022-0074
• Darley, W. K., & Smith, R. E. (1995). Gender Differences in Information Processing Strategies: An Empirical Test of the Selectivity Model in Advertising Response. Journal of Advertising, 24(1), 41–56. https://doi.org/10.1080/00913367.1995.10673467
• Duan, X. (2020). “The Big Women”: A textual analysis of Chinese viewers’ perception toward femvertising vlogs. Global Media and China, 5(3), 228–246. https://doi.org/10.1177/2059436420934194
• Dyer, G. (2002). Advertising as communication. Routledge.
• Eisend, M. (2010). A meta-analysis of gender roles in advertising. Journal of the Academy of Marketing Science, 38(4), 418–440. https://doi.org/10.1007/s11747-009-0181-x
• Eisend, M., Plagemann, J., & Sollwedel, J. (2014). Gender Roles and Humor in Advertising: The Occurrence of Stereotyping in Humorous and Nonhumorous Advertising and Its Consequences for Advertising Effectiveness. Journal of Advertising, 43(3), 256–273. https://doi.org/10.1080/00913367.2013.857621
• Gomes Pereira Santos, A. I., Costa Perinotto, A. R., Renner Rodrigues Soares, J., & Savi Mondo, T. (2022). Feeling at Home While Traveling: An Analysis of the Eexperiences of AIRBNB Users. Tourism and Hospitality Management, 28(1), 167–192. https://doi.org/10.20867/thm.28.1.9
• Gomez-Borquez, C. L., Török, A., Centeno-Velázquez, E., & Malota, E. (2024). Female stereotypes and female empowerment in advertising: A systematic literature review and future research agenda. International Journal of Consumer Studies, 48(2), 1–17. https://doi.org/10.1111/ijcs.13010
• Hainneville, V., Guèvremont, A., & Robinot, É. (2023). Femvertising or femwashing? Women’s perceptions of authenticity. Journal of Consumer Behaviour, 22(4), 933–941. https://doi.org/10.1002/cb.2020
• Lame, G. (2019). Systematic Literature Reviews: An Introduction. Proceedings of the Design Society: International Conference on Engineering Design, 1(1), 1633–1642. https://doi.org/10.1017/dsi.2019.169
• López Vázquez, B., & Rangel-Pérez, C. (2022). Honesty or Fakery? Feminism as a strategic focus for brands on Instagram. Historia y Comunicación Social, 27(2), 415–424. https://doi.org/10.5209/hics.82794
• Martínez-Aguirre, A., Cavazos-Arroyo, J., Carrillo-Durán, M. V., & Castillo-Villar, F. R. (2024). Efectos de la autoidentificación feminista en la estrategia de femvertising en México. Cuadernos.Info, 57, 205–225. https://doi.org/10.7764/cdi.57.64203
• Mayne, I. (2000). The inescapable images: Gender and advertising. Equal Opportunities International, 19(2/3/4), 56–61. https://doi.org/10.1108/02610150010786274
• Michaelidou, N., Siamagka, N. T., Hatzithomas, L., & Chaput, L. (2022). Femvertising practices on social media: A comparison of luxury and non-luxury brands. Journal of Product & Brand Management, 31(8), 1285–1300. https://doi.org/10.1108/JPBM-09-2020-3074
• Misra, R., Aggrwal, E., Mahajan, R., & Singh, A. B. (2024). Management Research and Practice. 16(2).
• Moher, D., Shamseer, L., Clarke, M., Ghersi, D., Liberati, A., Petticrew, M., Shekelle, P., & Stewart, L. A. (2015). Preferred reporting items for systematic review and meta-analysis protocols (PRISMA-P) 2015 statement. Systematic Reviews, 4(1), 1. https://doi.org/10.1186/2046-4053-4-1
• Negm, E. (2024). Investigating consumers’ reactions towards female-empowerment advertising (femvertising) and female-stereotypical representations advertising (sex-appeal). Journal of Islamic Marketing, 15(4), 1078–1096. https://doi.org/10.1108/JIMA-05-2022-0128
• Özata, F. Z., Erol, F., & Tanyolu, S. (2023). Femvertising Uygulamalarının Tüketici Tutum ve Davranış Niyetlerine Etkisi: Kendini Feminist Tanımlamanın Düzenleyici Rolü. Türkiye İletişim Araştırmaları Dergisi, 44, 46–72. https://doi.org/10.17829/turcom.1195321
• Pankiw, S. A., Phillips, B. J., & Williams, D. E. (2021). Luxury brands’ use of CSR and femvertising: The case of jewelry advertising. Qualitative Market Research: An International Journal, 24(3), 302–325. https://doi.org/10.1108/QMR-05-2020-0061
• Park, M., Koo, J., & Kim, D. Y. (2023). Femvertising of luxury brands: Message concreteness, authenticity, and involvement. Journal of Global Fashion Marketing, 14(3), 243–262. https://doi.org/10.1080/20932685.2023.2176902
• Paul, J., Lim, W. M., O’Cass, A., Hao, A. W., & Bresciani, S. (2021). Scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR). International Journal of Consumer Studies, 45(4). https://doi.org/10.1111/ijcs.12695
• Rodríguez Pérez, M. P., & Gutiérrez Almanzor, M. (2017). ‘Femvertising’: Female empowering strategies in recent Spanish commercials. Investigaciones Feministas, 8(2), 337–351. https://doi.org/10.5209/INFE.54867
• Rojas-Sánchez, M. A., Palos-Sánchez, P. R., & Folgado-Fernández, J. A. (2023). Systematic literature review and bibliometric analysis on virtual reality and education. Education and Information Technologies, 28(1), 155–192. https://doi.org/10.1007/s10639-022-11167-5
• Rudeloff, C., & Bruns, J. (2024). Effectiveness of femvertising communications on social media: How brand promises and motive attributions impact brand equity and endorsement outcomes. Corporate Communications: An International Journal. https://doi.org/10.1108/CCIJ-03-2024-0041
• Sánchez-Labella Martín, I., Raya Bravo, I., & Durán Manso, V. (2024). The “Cosmetic Feminism” of L’Oréal Paris. A Study of the Representation of Mature Women from the Perspective of Femvertising. Women’s Studies, 53(4), 468–494. https://doi.org/10.1080/00497878.2023.2292135
• Sarkis-Onofre, R., Catalá-López, F., Aromataris, E., & Lockwood, C. (2021). How to properly use the PRISMA Statement. Systematic Reviews, 10(1), 117, s13643-021-01671-z. https://doi.org/10.1186/s13643-021-01671-z
• Sterbenk, Y., Champlin, S., Windels, K., & Shelton, S. (2022). Is Femvertising the New Greenwashing? Examining Corporate Commitment to Gender Equality. Journal of Business Ethics, 177(3), 491–505. https://doi.org/10.1007/s10551-021-04755-x
• Sternadori, M., & Abitbol, A. (2019). Support for women’s rights and feminist self-identification as antecedents of attitude toward femvertising. Journal of Consumer Marketing, 36(6), 740–750. https://doi.org/10.1108/JCM-05-2018-2661
• Tablot, M. (2000). Strange bedfellows: Feminism in advertising. In All the world and her husband’: Women in 20c consumer culture. Cassell.
• Teng, F., Hu, J., Chen, Z., Poon, K.-T., & Bai, Y. (2021). Sexism and the Effectiveness of Femvertising in China: A Corporate Social Responsibility Perspective. Sex Roles, 84(5–6), 253–270. https://doi.org/10.1007/s11199-020-01164-8
• Tsai, W.-H. S., Shata, A., & Tian, S. (2021). En-Gendering Power and Empowerment in Advertising: A Content Analysis. Journal of Current Issues & Research in Advertising, 42(1), 19–33. https://doi.org/10.1080/10641734.2019.1687057
• Tsichla, E. (2020). The Changing Roles of Gender in Advertising: Past, Present, and Future. https://doi.org/10.25364/02.7:2020.2.3
• Vadakkepatt, G., Bryant, A., Hill, R. P., & Nunziato, J. (2022). Can advertising benefit women’s development? Preliminary insights from a multi-method investigation. Journal of the Academy of Marketing Science, 50(3), 503–520. https://doi.org/10.1007/s11747-021-00823-w
• Vandellos, E., Villarroya, A., & Boté-Vericad, J.-J. (2023). ¿Qué sabemos de la femvertising? Una revisión sistemática de la literatura. Cuadernos.Info, 56, 185–205. https://doi.org/10.7764/cdi.56.61527
• Varghese, N., & Kumar, N. (2022). Feminism in advertising: Irony or revolution? A critical review of femvertising. Feminist Media Studies, 22(2), 441–459. https://doi.org/10.1080/14680777.2020.1825510
• Waqar, A., Jamil, M., AL-Hazmi, N. M., & Amir, A. (2024). Unveiling femvertising: Examining gratitude, consumers attitude towards femvertising and personality traits. Cogent Business & Management, 11(1), 2297448. https://doi.org/10.1080/23311975.2023.2297448
• Windels, K., Champlin, S., Shelton, S., Sterbenk, Y., & Poteet, M. (2020). Selling Feminism: How Female Empowerment Campaigns Employ Postfeminist Discourses. Journal of Advertising, 49(1), 18–33. https://doi.org/10.1080/00913367.2019.1681035
• Wolin, L. D. (2003). Gender Issues in Advertising—^An Oversigiit Synthesis of Research: 1970-2002. Journal of Advertising Research, 43(1).
• Zeisler, A. (2016). We were feminists once: From riot girl to covergirl, the buying & selling of a political movement. New York: Public Affairs.