Att sälja jämställdhet: En studie om autenticitet i feministisk marknadsföring
(2025) SKDK11 20251Department of Strategic Communication
- Abstract
- This qualitative study explores how consumers perceive femvertising in relation to authenticity and the risk of femwashing within the framework of Corporate Social Responsibility (CSR). Based on a social constructivist view, the research combines a content analysis of four digital commercials, with a thematic analysis of ten semi-structured interviews with male and female participants aged 20-31. The theoretical framework integrates Brand Authenticity Theory (BAT), Social Identity Theory (SIT), and Symbolic Interactionism (SI) to understand how gender shapes interpretations of femvertising. The findings reveal that authenticity plays a crucial role in consumer trust and brand perception, but that interpretations vary significantly between... (More)
- This qualitative study explores how consumers perceive femvertising in relation to authenticity and the risk of femwashing within the framework of Corporate Social Responsibility (CSR). Based on a social constructivist view, the research combines a content analysis of four digital commercials, with a thematic analysis of ten semi-structured interviews with male and female participants aged 20-31. The theoretical framework integrates Brand Authenticity Theory (BAT), Social Identity Theory (SIT), and Symbolic Interactionism (SI) to understand how gender shapes interpretations of femvertising. The findings reveal that authenticity plays a crucial role in consumer trust and brand perception, but that interpretations vary significantly between gender. Women tended to perceive femvertising as more genuine and identity-affirming, while men were generally more skeptical, particularly when corporate actions did not align with communicated values. This study contributes to a more nuanced understanding of femvertising in a CSR context. Furthermore, the study offers suggestions on how companies can better incorporate CSR into their communication to do so in a credible manner. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9192086
- author
- Bergström, Tilde LU and Käck, Moa LU
- supervisor
- organization
- course
- SKDK11 20251
- year
- 2025
- type
- M2 - Bachelor Degree
- subject
- keywords
- Femvertising, Femwashing, Autenticitet, Varumärkesautenticitet, Social identitetsteori, Symbolisk interaktionism, Genus och reklam, Corporate Social Responsibility (CSR)
- language
- Swedish
- id
- 9192086
- date added to LUP
- 2025-06-30 11:18:58
- date last changed
- 2025-06-30 11:18:58
@misc{9192086, abstract = {{This qualitative study explores how consumers perceive femvertising in relation to authenticity and the risk of femwashing within the framework of Corporate Social Responsibility (CSR). Based on a social constructivist view, the research combines a content analysis of four digital commercials, with a thematic analysis of ten semi-structured interviews with male and female participants aged 20-31. The theoretical framework integrates Brand Authenticity Theory (BAT), Social Identity Theory (SIT), and Symbolic Interactionism (SI) to understand how gender shapes interpretations of femvertising. The findings reveal that authenticity plays a crucial role in consumer trust and brand perception, but that interpretations vary significantly between gender. Women tended to perceive femvertising as more genuine and identity-affirming, while men were generally more skeptical, particularly when corporate actions did not align with communicated values. This study contributes to a more nuanced understanding of femvertising in a CSR context. Furthermore, the study offers suggestions on how companies can better incorporate CSR into their communication to do so in a credible manner.}}, author = {{Bergström, Tilde and Käck, Moa}}, language = {{swe}}, note = {{Student Paper}}, title = {{Att sälja jämställdhet: En studie om autenticitet i feministisk marknadsföring}}, year = {{2025}}, }