MAPPING THE FEMVERTISING LANDSCAPE: A SYSTEMATIC LITERATURE REVIEW

Yıl 2024, Cilt: 7 Sayı: 4, 465 - 489

Duygu Aydın Ünal

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

Öz

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.

Anahtar Kelimeler

Femvertising, Consumer Behaviour, Advertising

Femvertizing Alanının Haritalanması: Sistematik Bir Literatür İncelemesi

Öz

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.

Anahtar Kelimeler

Femvertising, Tüketici Davranışı, Reklam

Kaynakça

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