Femvertising as a Marketing Strategy: A Literature Review

B Indira Priyadharshini

doi:10.59890/ijasr.v3i5.15

Authors

B Indira Priyadharshini Nallamuthu Gounder Mahalingam College, Pollachi, Tamilnadu

DOI:

https://doi.org/10.59890/ijasr.v3i5.15

Keywords:

Femvertising, Feminist Marketing, Advertising, Gender, Consumer Behavior, Brand Building

Abstract

This paper reviews the extant literature on femvertising as a marketing strategy. Femvertising, defined as advertising that employs pro-female talent, messages, and imagery to empower women and girls, has gained increasing prominence in recent years. This review synthesizes the definition, evolution, theoretical underpinnings, effectiveness, benefits, and drawbacks of femvertising. By analyzing prominent academic articles, industry reports, and marketing publications, this paper identifies key themes and debates surrounding this strategy. Furthermore, it examines case studies of both successful and unsuccessful femvertising campaigns, highlighting critical factors influencing their outcomes. The review concludes by synthesizing the key findings and proposing potential avenues for future research in the field

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