TY - JOUR
T1 - Analysing Credibility of Femvertising Campaigns
T2 - A Focus on Colombian Female Athletes
AU - Sánchez-Torres, Javier A.
AU - López Correa, Carolina
AU - Arroyo-Cañada, Francisco Javier
AU - Argila-Irurita, Ana
AU - Vila-Márquez, Fátima
N1 - Publisher Copyright:
© The Author(s) 2024.
PY - 2024
Y1 - 2024
N2 - Advertising campaigns featuring female athletes have gained significant importance given the positive implications of gender equality, female empowerment and modern social dynamics, in which women play a crucial role, especially in Western societies. However, advertising campaigns in which female athletes are visible can be perceived by the public as false, sometimes known as woman-washing. This study explores the perception of woman-washing in femvertising-type campaigns—that is, those focused on female athletes. An empirical model is proposed and tested with partial least squares structural equation modelling. The results validate all the hypotheses, demonstrating that factors such as the public’s identification with the athlete, the fit between the athlete and the brand, and brand positioning are of great importance for the credibility of the campaign. The contributions of this paper are novel for sports marketing, femvertising and the planning of advertising campaigns.
AB - Advertising campaigns featuring female athletes have gained significant importance given the positive implications of gender equality, female empowerment and modern social dynamics, in which women play a crucial role, especially in Western societies. However, advertising campaigns in which female athletes are visible can be perceived by the public as false, sometimes known as woman-washing. This study explores the perception of woman-washing in femvertising-type campaigns—that is, those focused on female athletes. An empirical model is proposed and tested with partial least squares structural equation modelling. The results validate all the hypotheses, demonstrating that factors such as the public’s identification with the athlete, the fit between the athlete and the brand, and brand positioning are of great importance for the credibility of the campaign. The contributions of this paper are novel for sports marketing, femvertising and the planning of advertising campaigns.
KW - advertising campaigns
KW - credibility
KW - female athletes
KW - femvertising
KW - sponsorship
UR - http://www.scopus.com/inward/record.url?scp=85202994937&partnerID=8YFLogxK
U2 - 10.1177/21674795241278742
DO - 10.1177/21674795241278742
M3 - Artículo
AN - SCOPUS:85202994937
SN - 2167-4795
JO - Communication and Sport
JF - Communication and Sport
ER -