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Tweeting about female empowerment: How corporate brands communicate femvertising on X (formerly Twitter)
Journal of Digital & Social Media Marketing,
11
(3),
261-271
(2023)
Abstract
The increasing visibility of female empowerment marketing messages and the growing awareness of gender equality and diversity among consumers have highlighted the relevance of femvertising communication. However, there is a lack of research on the status of femvertising communication on social media and its success factors. To address this gap in the literature, this paper conducts a quantitative content analysis of 40,528 tweets from 43 corporate brands across 15 industries on Twitter (subsequently rebranded to ‘X’). The results show that femvertising communication is present across almost all brands and industries. While the financial services and consumer goods industries are the most likely to engage in femvertising, the logistics, automotive and beverage industries are less likely to do so. Overall, brands mainly communicate the femvertising dimensions of knowledge and agency. In addition, they primarily implement an information strategy to communicate femvertising, which is also shown to be more successful in generating social media engagement than the involvement communication strategy.
Keywords: femvertising; information strategy; involvement strategy; social media engagement; corporate brands; content analysis; Twitter
The full article is available to subscribers to the journal.
Author's Biography
Christian Rudeloff is a professor of media and brand management at the Macromedia University of Applied Sciences. He received his PhD from the University of Hamburg. His current research interests include brand management, strategic communication and entrepreneurship. Prior to his academic career, he worked for several years as a senior communications consultant and corporate communications manager.
Jana Kohnen is a concept developer and copywriter at an advertising agency. She earned her master’s degree in media and communications management at the Macromedia University of Applied Sciences. Her current research interests include the representation of women in media and advertising, and strategic social media communication, especially its role in the development of brand image and customer loyalty.
