Femvertising in the sport industry: a consumer perspective

Abstract

This research used a qualitative approach to investigate the occurrence of femvertising, an advertising tactic that aims to influence female consumers through the promotion of feminist principles. This research primarily examines femvertising within the sports industry, seeking to obtain insights from South African consumers. The researcher conducted content analysis and in-depth, semi-structured, one-on-one interviews to explore the viewpoints of consumers who were exposed to femvertising. With the intention of revealing the nuanced ways in which six advertisements impacted the opinions of sports consumers in South Africa.The research centres on a heterogeneous cohort comprising both males and females, representing a range of demographics, to obtain a holistic comprehension of the ways in which femvertising in the sports industry affects individuals from various backgrounds. By employing thematic analysis, the investigator discovered repeating patterns in the responses of the participants, thereby illuminating the psychological and emotional impact of femvertising and anti-femvertising messages. Furthermore, the research investigated the impact of femvertising and anti-femvertising strategies on brand equity and brand response, with the goal of providing brands with a structured approach to successfully adopt femvertising.The research's results provide valuable contributions to the expanding field of marketing and feminist research by shedding light on the intricate mechanisms through which femvertising influences and mirrors mainstream perspectives on gender. Through the disclosure of the subjective experiences and perspectives of males and females who have been exposed to femvertising in the sports industry, this research contributes to the ongoing dialogue regarding the influence of advertising on modern-day gender norms and the empowerment of females. The results of this research have far-reaching consequences for academics, marketers, and brands aiming to gain a more profound understanding of the socio-cultural ramifications of femvertising within the domain of sports consumer culture in South Africa.