Analysing Credibility of Femvertising Campaigns: A Focus on Colombian Female Athletes

Javier A. Sánchez-Torres, Carolina López Correa, Francisco Javier Arroyo-Cañada, Ana Argila-Irurita, Fátima Vila-Márquez

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

2 Citas (Scopus)

Resumen

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.

Idioma originalInglés
PublicaciónCommunication and Sport
DOI
EstadoAceptada/en prensa - 2024

Tipos de productos de Minciencias

  • Artículo A1 - Q1

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