No abstract

No abstract

No abstract

Purpose Existing research demonstrates that consumers prefer advertising that aligns with their values and beliefs but can also be distrustful of claims of corporate social responsibility. The purpose of this paper is to explore consumers’ perceptions of femvertising in relation to their worldview. Femvertising is defined as “advertising that employs pro-female talent, messages, and imagery to empower women and girls” (Skey, 2015). Design/methodology/approach A survey of US adults (n = 419) was used to investigate attitudes toward femvertising as they relate to gender, age, support for women’s rights, feminist self-identification, political affiliation and trust in advertising. Findings Structural equation modeling revealed several antecedents and consequences of attitude toward femvertising. The findings suggest that women’s rights supporters and self-identifying feminists seem highly receptive of femvertising. Originality/value Taken together, the findings clarify how femvertising can be an effective strategy for marketers and how it fits within the current advertising literature.

For-profit organizations play a considerable role in the dissemination of scientific research and information. In the case of direct-to-consumer genetic testing, this is important because how consumers learn about genetic science can influence health decisions and support for science. Through a content analysis of Twitter posts ( N = 1,000), this study examined how 23andMe balances traditional promotion, communicating product benefits, and sharing scientific research. Results indicated that about half of all posts share science news but sharing science has declined over time. Far fewer posts communicate about the products or their benefits, but these posts garner more retweets and replies.