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Femvertising: Advertising taking social responsibility to sell brands

Author

Listed:
  • Mamuric, Nikki

Abstract

Brands have taken notice of the age of #MeToo, by producing thoughtful advertising aimed at empowering women — Femvertising is winning over both marketers and females. This paper looks at femvertising as it reflects a renewed interest in women’s rights and role in society and what that means for brands and marketers. More than ever, women are seeking esteem from marketers showcasing real women to sell brands. Femvertising is also a champion of equality, leading the way for brands to take societal accountability in marketing to not only sell but also empower.

Suggested Citation

  • Mamuric, Nikki, 2019. "Femvertising: Advertising taking social responsibility to sell brands," Journal of Brand Strategy, Henry Stewart Publications, vol. 7(4), pages 318-325, March.
    • Handle: RePEc:aza:jbs000:y:2019:v:7:i:4:p:318-325
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    Citations

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    Cited by:

    1. Klaudia Macias, 2021. "Femvertising and Its Perception by Polish Female Consumers," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(12), pages 55-69.

    More about this item

    Keywords

    Femvertising; #MeToo; social media; social responsibility; socially responsible; body positivity; marketing; branding; brands; business; women; empowerment; culture;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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