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Title: Femvertising practices on social media: a comparison of luxury and non-luxury brands
Authors: Michaelidou, Nina
Siamagka, Nikoletta Theofania
Hatzithomas, Leonidas
Chaput, Luciana
Type: Article
Subjects: FRASCATI::Social sciences::Economics and Business::Business and Management
Keywords: Femvertising
Issue Date: 7-Jun-2022
Publisher: EMERALD
Source: Journal of Product & Brand Management
Volume: 31
Issue: 8
First Page: 1285
Last Page: 1300
Abstract: Purpose The purpose of this study is to examine how luxury and non-luxury brands portray women in social media advertising shedding light on their femvertising practices. Design/methodology/approach Quantitative content analysis and multiple correspondence analysis are used to examine female representations in the advertising of personal care products on social media. The sample includes brand posts from 15 brands on two social media platforms. Findings The results demonstrate that non-luxury brands use femvertising to a greater extent compared to luxury brands. In particular, this study shows that luxury brands rely more on stereotyped gender expressions and use more sexualisation in their advertising, relative to non-luxury brands. Research limitations/implications This study provides an analysis of luxury and non-luxury brands’ femvertising practices on social media. In doing so, this study extends the study of femvertising to the context of luxury and social media, which is currently underexplored. In terms of practical implications, this study sheds light on the extent of the application of femvertising across luxury and non-luxury brands on social media. Practical implications The findings drive a number of suggestions for luxury marketers, including the use of more independent gender roles and more racial diversity in their social media advertising and the lessening of unrelated sexuality. Originality/value To the best of the authors’ knowledge, this study is the first to compare femvertising practices of luxury and non-luxury brands on social media, delineating different facets of femvertising (e.g. gender roles, diversity, etc.) and extending scholarly understanding of the possible facets of this concept.
ISSN: 1061-0421
Electronic ISSN: 1061-0421
Other Identifiers: 10.1108/JPBM-09-2020-3074
Appears in Collections:Department of Business Administration

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