MAPPING THE FEMVERTISING LANDSCAPE: A SYSTEMATIC LITERATURE REVIEW

Abstract

In this systematic literature review, the aim is to explore the place of the concept of femvertising in academic literature. Accordingly, articles published in journals indexed in the Web of Science database that use the keyword "femvertising" have been analyzed. The results revealed that research on femvertising has been conducted since 2016, with most studies focusing on the business category. More than half of the articles have employed qualitative research methods. The review of contemporary literature reveals a growing body of research centered around the concept of femvertising, with a particular emphasis on the interplay between social media, women empowerment, and consumer attitudes. A notable gap in the existing literature is the paucity of studies investigating the intersection of femvertising and corporate social responsibility. After the VOSviewer analysis, the most frequently cited sources are revealed as the Journal of Advertising, International Journal of Advertising, Female Media Studies, and Sex Roles. The presence of Female Media Studies and Sex Roles emphasizes the interdisciplinary aspect of femvertising research, thus suggesting that a comprehensive understanding of the topic requires perspectives from both marketing and gender studies. This underscores femvertising's relevance in both fields. Also, the analyzed articles mainly used qualitative methods, with content analysis, interviews, discourse analysis, and textual analysis being the most common. Quantitative methods like experiments and structural equation modeling were also used, though studies combining both approaches were rare. There is a notable deficiency in research employing big data analytics.