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Article
Publication date: 19 July 2023

Aleena Amir, David Roca, Lubaba Sadaf and Asfia Obaid

Given the extensive evidence of femvertising's positive effects in Western cultures, this paper aims to investigate how femvertising may influence customers' perceptions and…

Abstract

Purpose

Given the extensive evidence of femvertising's positive effects in Western cultures, this paper aims to investigate how femvertising may influence customers' perceptions and brand-related outcomes in a patriarchal context such as Pakistan.

Design/methodology/approach

Qualitative methodology was employed in this study, which was based on in-depth interviews involving 17 consumers (including both male and females). Thematic analysis was used to analyse the data.

Findings

Results indicated that male and female consumers revealed varied and sometimes contradictory perspectives on the perception, understanding and behaviour towards femvertised adverts, which are governed by patriarchal gendered norms.

Originality/value

This study contributes to the body of knowledge by exploring the consumer perception towards femvertising in a patriarchal context, where gender disparity is evident. It also draws attention to the underlying cultural elements contributing towards the formation of those perceptions.

Details

Corporate Communications: An International Journal, vol. 29 no. 2
Type: Research Article
ISSN: 1356-3289

Keywords

Article
Publication date: 31 January 2024

Eiman Negm

This study aims to explore the impact of women empowerment and gender-stereotypical advertising exposure on consumers’ attitudes and purchase intents.

Abstract

Purpose

This study aims to explore the impact of women empowerment and gender-stereotypical advertising exposure on consumers’ attitudes and purchase intents.

Design/methodology/approach

The quantitative research approach was used to assess the women-empowerment and gender-stereotypical advertising on consumers’ attitudes and purchase intentions, explicating the most effective approach in marketing communication in the Arab context, specifically Egypt. Administrated questionnaires were distributed online cross-gender through the use of convenience sampling. The targeted average sample size sought was minimum of 370. Once the data was acquired, partial least square path modelling of structural equation modelling was conducted to test the hypotheses.

Findings

Results show that male consumers and female consumers react to a certain extent differently to women-empowerment and gender-stereotypical advertisings. For instance, gender-stereotypical advertisings effect attitude for both genders; it effects male consumers’ purchase intentions, but not female consumers. Women empowerment advertising is insignificant on brand attitude and purchase intention among male consumers; among female consumers, it has significant impact on brand attitude, but not purchase intention. Nevertheless, both categories of advertising contribute to male consumers’ and female consumers’ perception and attitude towards gender role portrayal.

Originality/value

This study provides noteworthy insights and perspectives on women-empowerment (Femvertising) and gender-stereotypical advertising effects on cross-gender consumers in the Arab region (a region of strong masculine culture values). The emerged conclusions aid as a reference and guide for scholars and practitioners to develop effective advertising that create prospect depictions and build inspired female customer base.

Article
Publication date: 24 November 2023

Huan Chen and Yang Feng

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…

Abstract

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 a mixed research methods design. A user analysis and a qualitative content analysis were conducted to examine the replies of the top 10 comments with the most replies to reveal not only the topics but also relationships and patterns among those comments and commenters.

Findings

The user analysis found that across all the 10 comment-and-reply units, in 8 units, the user of the original primary comment, the conversation starter, was also the user who was targeted most often. The qualitative content analysis revealed four themes from the 10 comment-and-reply units: multilayered emotional responses, a gendered society, complex coexisting relationships and a melting pot.

Research limitations/implications

The findings of this research offer significant extensions to the understanding of public sphere theory within the contemporary digital media landscape. By analyzing the nature of replies to digital advertisements, the study illuminates how various types of user engagement–whether it be inquiry, laudation, debate, or flame–play a critical role in shaping the digital public sphere.

Practical implications

The study underscores the importance for marketers to scrutinize both comments and replies to effectively utilize femvertising on social media, particularly YouTube. By understanding the emotional dynamics of user interactions, marketers can craft strategies that evoke positive responses and mitigate negative ones. Engaging with users who are open to changing their views or mediating discussions can also be beneficial, as can the use of AI tools to maintain focus on the content rather than on individual commenters. Such approaches can enhance the perception of femvertising campaigns and foster a more constructive dialogue within the social media space.

Originality/value

This study contributes to the literature by investigating the replies of comments, interactions, relationships and patterns among YouTube commenters that may generate valuable insights for advertisers and marketers to be aware of the possible issues and monitor the sentiment of commentaries, thus, developing effective strategies to better connect with consumers. This extends the understanding of public sphere theory in the contemporary digital media landscape.

Details

Qualitative Market Research: An International Journal, vol. 27 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Content available
Article
Publication date: 20 March 2024

Martina Topic

Abstract

Details

Corporate Communications: An International Journal, vol. 29 no. 2
Type: Research Article
ISSN: 1356-3289

Article
Publication date: 12 January 2024

Peilin Zhang, Najmul Hasan, Raymond Chiong and Chih-Wei (Fred) Chao

The aim of this study was to conduct a systematic literature review (SLR) on vlog marketing. The focus was to analyse the major themes in this field and provide insights for…

Abstract

Purpose

The aim of this study was to conduct a systematic literature review (SLR) on vlog marketing. The focus was to analyse the major themes in this field and provide insights for future research directions.

Design/methodology/approach

The authors reviewed a total of 49 peer-reviewed publications that include the search terms “vlog” or “video blog” in their titles, keywords and abstracts, retrieved from digital databases Scopus and Web of Science, up to the end of July 2023. Thematic analysis was used to examine and synthesise the articles.

Findings

The authors found 19 sub-themes and identified four major themes that emerged from the literature: (1) endorsement outcomes, (2) vlogger characteristics, (3) consumer credibility and (4) vlog content crafting.

Originality/value

There are many unanswered questions in the literature, suggesting that vlog marketing research is still in its infancy, and that in-depth further studies are required for a more comprehensive understanding of the field. This study has identified potential avenues for future research that may contribute to the existing body of knowledge and valuable insights on vlog marketing.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 27 June 2023

Raja Ahmed Jamil, Syed Rameez ul Hassan, Tariq Iqbal Khan, Rahman Shah and Sanaullah Nazir

This study aims to investigate the influence of personality characteristics (risk-aversion and self-consciousness) on skepticism toward online services information (STOSI)…

Abstract

Purpose

This study aims to investigate the influence of personality characteristics (risk-aversion and self-consciousness) on skepticism toward online services information (STOSI), consumer stress and health.

Design/methodology/approach

A between-subjects experiment (n = 228) was designed to compare effects based on third-party organization endorsement (TPO endorsed vs nonendorsed).

Findings

Results revealed that personality characteristics positively influenced STOSI, which in turn escalated consumer stress. Furthermore, consumer stress predicted detrimental effects on consumer health (increased blood pressure and heartbeat). Regarding TPO endorsements, both the risk-aversive and self-conscious consumers showed lesser STOSI when exposed to TPO-endorsed ads compared with nonendorsed ads.

Originality/value

This study is one of the first to examine the effects of consumer personality on consumer health through STOSI and consumer stress. In addition, the remedial roles of TPO in coping with STOSI and consumer stress also accumulate to the novelty of this study.

Article
Publication date: 8 June 2023

Andrew B. Edelblum and Nathan B. Warren

Research emphasizes the motivations underlying and potential harmful consequences of social media use, but there is little understanding of stigmas faced by individual social…

Abstract

Purpose

Research emphasizes the motivations underlying and potential harmful consequences of social media use, but there is little understanding of stigmas faced by individual social media users, particularly as they pertain to gender. The purpose of this study is to examine a unique stereotype related to men’s social media use.

Design/methodology/approach

Four experiments examine judgments of men based on how often they post on social media (frequently vs infrequently).

Findings

The authors find that posting frequently (vs infrequently) affects the perceived gender of men but not women. This frequent-posting femininity stereotype is explained by perceived neediness and holds regardless of whether posts are about others (vs the self) or whether posts are shared by influencers (vs ordinary users).

Research limitations/implications

Future research should examine other stereotypes of social media users – including those pertaining to gender – and ways to mitigate such negative attributions. Researchers should examine how the frequent-posting femininity stereotype and other social media use stereotypes affect social media consumption and consumer well-being.

Practical implications

Managers should adjust consumer engagement strategies and restructure platforms to address the unique stigmas facing different consumer groups.

Originality/value

Providing insights into the dark side of social media, the authors investigate a unique domain – stereotypes about individual social media users. The findings of this study uncover an emasculating stigma against men who post often on social media, which may discourage men from online participation.

Details

European Journal of Marketing, vol. 58 no. 2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 22 March 2024

Ching Yin Ip

This study evaluated the effects of adherence to social missions and relational outcomes on willingness to pay for products from social enterprises.

Abstract

Purpose

This study evaluated the effects of adherence to social missions and relational outcomes on willingness to pay for products from social enterprises.

Design/methodology/approach

The study’s conceptual model was based on the social resource–based view. Three social enterprises in Taiwan were analysed, and the determinants of willingness to pay for products from these enterprises were investigated. An online survey was conducted, and 404 valid responses were collected and analysed using structural equation modelling. The moderating effect of sustainability orientation was evaluated using the multigroup method.

Findings

The results indicated that adherence to social missions was a critical predictor of relational outcomes and willingness to pay. In addition, sustainability orientation positively moderated the effect of relational outcomes on willingness to pay.

Originality/value

This study enriches the literature by applying the social resource–based view to the context of social enterprises. The study findings have key implications for managers and practitioners of social enterprises seeking to build relationships with stakeholders.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Open Access
Article
Publication date: 12 March 2024

Nanna Gillberg

The article aims to investigate how washing practices focused on appeasing sceptics of diversity work in for-profit organizations play out in corporate online communication of…

Abstract

Purpose

The article aims to investigate how washing practices focused on appeasing sceptics of diversity work in for-profit organizations play out in corporate online communication of diversity and inclusion efforts, and how these enable communication to a wide audience that includes social equity advocates.

Design/methodology/approach

Online corporate communication data of diversity and inclusion themes were compiled from the websites of eight Swedish-based multinational corporations. The data included content from the companies’ official websites and annual reports and sustainability reports as well as diversity and inclusion-themed blog posts. A thematic analysis was conducted on the website content.

Findings

The study showcases how tensions between conflicting external demands are navigated by keeping the communication open to several interpretations and thereby achieving multivocality. In the studied corporate texts on diversity and inclusion, this is achieved by alternating between elements catering to a business case audience and those that appeal to a social justice audience, with some procedures managing to appease both audiences at the same time.

Originality/value

The article complements previously described forms of washing by introducing an additional type of washing – business case washing – an articulation of the business case rhetoric that characterizes the diversity management discourse. While much has been written about washing to satisfy advocates of social change and equity, washing to appease shareholders and boardroom members, who are focused on profit and economic growth, has received less attention. The article suggests that online corporate communication on diversity and inclusion, by appeasing diverse audiences, can be seen as aspirational talk.

Details

Equality, Diversity and Inclusion: An International Journal, vol. 43 no. 9
Type: Research Article
ISSN: 2040-7149

Keywords

Article
Publication date: 9 February 2024

Ali Hasaan, Adele Berndt and Mücahit Fişne

The increased importance of sports and athlete brands highlights the need for athletes to pay attention to branding as it has positive impacts. As athletes, Muslim women have not…

Abstract

Purpose

The increased importance of sports and athlete brands highlights the need for athletes to pay attention to branding as it has positive impacts. As athletes, Muslim women have not succeeded in building their brands. This study aims to understand the branding challenges facing Muslim female athletes and how to overcome them.

Design/methodology/approach

These branding obstacles and guidelines were explored using qualitative methods – specifically semi-structured interviews with Muslim female athletes and focus groups with experts. Data were analysed using open and axial coding to identify the codes.

Findings

The study identifies three major obstacles to branding by Muslim female athletes. Self-related obstacles, such as knowledge of brand building, social media, personal pressure and a lack of role models, impact the brand-building decision. Social-related (family and society) and sport-related obstacles (participation as women and as Muslims) further complicate this task. Experts provide additional insights regarding these obstacles, suggesting strategies to overcome them.

Research limitations/implications

The research focuses on athletes from one geographical area and has limitations associated with using qualitative methods.

Practical implications

The study suggests how self-, social- and sport-related obstacles are faced by athletes. It provides suggestions for federations, sports codes and other stakeholders to support athletes to overcome these barriers.

Originality/value

This study expands the understanding of the struggles Muslim women face in building their brands as part of an under-represented group.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

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