Marketplace Feminism and Corporate Authenticity

The shift toward greater equality is evident not only in society, but also in marketing practices. Advertising that shows women in emancipated roles and works against stereotypical gender portrayals has gained attention in recent years. So-called femvertising leads to positive consumer reactions, but the causes of the new advertising trend have not yet been explained. So far, it has been assumed that corporate authenticity could be a predictor of advertising effects. Based on this, this study addresses the research question to what extent the perception of corporate authenticity influences the impact of femvertising. By means of a standardized online questionnaire, in which 250 people participated, an experiment was conducted in which stereotypical advertising and femvertising were compared. The quantitative study arrives at exciting findings and concludes on important social and economic effects of femvertising and corporate authenticity.