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Att sälja jämställdhet: En studie om autenticitet i feministisk marknadsföring

Bergström, Tilde LU and Käck, Moa LU (2025) SKDK11 20251
Department 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:
author
Bergström, Tilde LU and Käck, Moa LU
supervisor
organization
course
SKDK11 20251
year
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}},
}