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Consumer reactions towards femvertising: a netnographic study

Ana Marina Lima (School of Economics and Management, University of Minho, Braga, Portugal)
Beatriz Casais (School of Economics and Management, University of Minho, Braga, Portugal) (CICS.Nova.UMinho, Braga, Portugal)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 29 April 2021

Issue publication date: 23 June 2021




This paper identifies consumer reactions towards female empowerment in advertising in order to explore the supporting arguments for criticisms of lack of authenticity and the figuring of sexist stereotypes.


The authors conducted a multi-case study research with content analysis of 905 coded online comments in a video hosting website towards four femvertising campaigns.


Results indicate that femvertising plays an important role in the emotional connection between women and brands, but consumers may react negatively to femvertising when brands do not show knowledge about the real feminist values, maintaining sexist stereotypes. Consumers also blame companies of hypocrite and exploitation to sell products if there is not authenticity and brand-cause fit.


Femvertising appears as a consequence of cultural changes and corporate social responsibility in order to engage women consumers. This paper contributes with explanations to sustain the dichotomic reactions towards femvertising, showing evidence of why some people react favourably and other people react negatively.



Lima, A.M. and Casais, B. (2021), "Consumer reactions towards femvertising: a netnographic study", Corporate Communications: An International Journal, Vol. 26 No. 3, pp. 605-621.



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