Femvertising practices on social media: a comparison of luxury and non-luxury brands

Purpose: The purpose of this study is to examine how luxury and non-luxury brands portray women in social media advertising shedding light on their femvertising practices. Design/methodology/approach: Quantitative content analysis and multiple correspondence analysis are used to examine female repre...

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Bibliographic Details
Main Authors: Nina Michaelidou, Nikoletta Theofania Siamagka, Leonidas Hatzithomas, Luciana Chaput
Format: Default Article
Published: 2022
Subjects:
Femvertising
Social media
Luxury brands
Non-luxury brands
Gender
Online Access:https://hdl.handle.net/2134/20141144.v1
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