Research Article
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Reklamda Kadın Cinsiyet Rolleri, Femvertising ve Marka Savunuculuğu İlişkisi

Year 2025, Issue: 48, 155 - 173, 28.04.2025

Seril Çakmak Ekinci

https://doi.org/10.31123/akil.1630291

Abstract

Kadınların toplumsal rollerine ilişkin tartışmalar ve feminist hareketin küresel çapta yaygınlaşması, kadınların reklamlarda daha olumlu ve modern rollerde tasvir edilmeye başlanmasını sağlamıştır. Femvertising aracılığıyla markalar, kadınlara yönelik toplumsal düşünce ve davranışlarda olumlu değişimler yaratarak kadın hedef kitleye ulaşmayı amaçlamaktadır. Nike, Dove, Always ve Elidor gibi birçok küresel markanın femvertising yaklaşımını benimsediği görülmektedir. Yapılan araştırmalar femvertising’in tüketici tutum ve davranışlarını olumlu yönde etkilediğini ortaya koymaktadır. Ancak femvertising’in tüketiciler üzerindeki etkilerini kadın rolleri tutumu, femvertising’e yönelik tutum ve marka savunucuğu arasındaki ilişkiyi birlikte ele alarak inceleyen bir araştırmaya rastlanmamıştır. Buradan hareketle çalışmada, “Dove Rakamların Ötesinde” reklamı bağlamında kadın rolleri tutumu, femvertising’e yönelik tutum ve marka savunuculuğu arasındaki ilişkiler incelenmiştir. Ayrıca çalışmada kadın rolleri tutumu ile marka savunuculuğu arasındaki ilişkide femvertising’e yönelik tutumun aracılık rolü araştırılmıştır. Çalışmada korelasyon türü ilişkisel tarama modeli kapsamında ölçekler aracılığıyla veriler toplanmış ve çalışmaya 402 kadın katılımcı dahil edilmiştir. Elde edilen veriler IBM SPSS 30.0 ve Hayes Process Macro programları kullanılarak analiz edilmiştir. Araştırma sonuçları kadın rolleri tutumu, femvertising’e yönelik tutum ve marka savunuculuğu değişkenleri arasında pozitif ve anlamlı ilişkiler olduğunu göstermektedir. Bununla birlikte kadın rolleri tutumu ile marka savunuculuğu arasındaki ilişkide femvertising’e yönelik tutumun tam aracılık rolü tespit edilmiştir.

Keywords

Femvertising Kadın rolleri tutumu Reklam tutumu Marka savunuculuğu

References

  • Akestam, N., Rosengren, S., & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects. Psychology & Marketing, 34(8), 795-806. https://doi.org/10.1002/mar.21023
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2007). Sosyal bilimlerde araştırma yöntemleri: Spss uygulamalı (5. bs.). Sakarya Yayıncılık.
  • Beauvoir, S. (1997). Introduction to the second sex. na.
  • Becker-Herby, E. (2016). The rise of femvertising: Authentically reaching female consumers [Unpublished doctoral dissertation]. University of Minnesota.
  • Büyüköztürk, Ş. (2017). Bilimsel araştırma yöntemleri (23. bs). Pegem Akademi.
  • Dove—Rakamların ötesinde. (t.y.). Behance. Erişim tarihi 10 Aralık 2024, https://www.behance.net/gallery/96280871/Dove-Rakamlarn-OEtesinde?locale=tr_TR
  • Drake, V. E. (2017). The impact of female empowerment in advertising (femvertising). Journal of Research in Marketing, 7(3), 593-599. https://doi.org/10.17722/jorm.v7i3.718
  • Eisend, M. (2010). A meta-analysis of gender roles in advertising. Journal of the Academy of Marketing Science, 38, 418-440.
  • Field, A. P. (2024). Discovering statistics using IBM SPSS statistics (6th ed.). Sage.
  • Fullerton, G. (2011). Creating advocates: The roles of satisfaction, trust and commitment. Journal of Retailing and Consumer Services, 18(1), 92-100. https://doi.org/10.1016/j.jretconser.2010.10.003
  • Gender and health. (t.y.). World Health Organization. Erişim tarihi 5 Ocak 2025, https://www.who.int/health-topics/gender#tab=tab_1
  • Gill, R. (2008). Commodity feminism. Içinde W. Donsbach (Ed.), The International Encyclopedia of Communication. Wiley. https://doi.org/10.1002/9781405186407.wbiecc055
  • Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E‐WOM scale: Word‐of‐mouth measurement scale for E‐services context. Canadian Journal of Administrative Sciences, 27(1), 5-23. https://doi.org/10.1002/cjas.129
  • Hainneville, V., Guèvremont, A., & Robinot, É. (2023). Femvertising or femwashing? Women’s perceptions of authenticity. Journal of Consumer Behaviour, 22(4), 933-941. https://doi.org/10.1002/cb.2020
  • Hayes, A. F. (2022). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (Third edition). The Guilford Press.
  • Hill, S., Provost, F., & Volinsky, C. (2006). Network-based marketing: Identifying likely adopters via consumer networks. Statistical Science, 21(2). https://doi.org/10.1214/088342306000000222
  • Jillapalli, R. K., & Wilcox, J. B. (2010). Professor brand advocacy: Do brand relationships matter? Journal of Marketing Education, 32(3), 328-340. https://doi.org/10.1177/0273475310380880
  • Kapoor, D., & Munjal, A. (2019). Self-consciousness and emotions driving femvertising: A path analysis of women’s attitude towards femvertising, forwarding intention and purchase intention. Journal of Marketing Communications, 25(2), 137-157. https://doi.org/10.1080/13527266.2017.1338611
  • Karasar, N. (2015). Bilimsel araştırma yöntemi: Kavramlar, ilkeler, teknikler (28. bs.). Nobel.
  • Kassem, M. M., Negm, E., & Gharara, S. R. A. (2024). Investigating gen Z consumers’ feministic identities and gender-stereotypical norms on their attitude formation towards femvertising campaigns, impacting purchase intention. OALib, 11(06), 1-19. https://doi.org/10.4236/oalib.1111244
  • Keller, E. (2007). Unleashing the power of word of mouth: Creating brand advocacy to drive growth. Journal of Advertising Research, 47(4), 448-452. https://doi.org/10.2501/S0021849907070468
  • Kim, C. K., Han, D., & Park, S. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195-206. https://doi.org/10.1111/1468-5884.00177
  • Koç, F., Efendioğlu, İ. H., Özkan, B., Uğurtan, H., & Baran, T. (2024). Effects of brand awareness and feminist message level in femvertising: An experimental study. Women’s Studies International Forum, 106, 102957. https://doi.org/10.1016/j.wsif.2024.102957
  • Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607-610. https://doi.org/10.1177/001316447003000308
  • Lundstrom, W. J., & Sciglimpaglia, D. (1977). Sex role portrayals in advertising. Journal of Marketing, 41(3), 72-79. https://doi.org/10.1177/002224297704100308
  • Morgan, G. A., Leech, N. L., Gloeckner, G. W., & Barrett, K. C. (2004). Spss for introductory statistics: Use and interpretation (0 bs). Psychology Press. https://doi.org/10.4324/9781410610539
  • Özata, F. Z., Erol, F., & Tanyolu, S. (2023). Femvertising uygulamalarının tüketici tutum ve davranış niyetlerine etkisi: Kendini feminist tanımlamanın düzenleyici rolü. Türkiye İletişim Araştırmaları Dergisi, 44, 46-72. https://doi.org/10.17829/turcom.1195321
  • Preacher, K. J., & Hayes, A. F. (2004). Spss and sas procedures for estimating indirect effects in simple mediation models. Behavior Research Methods, Instruments, & Computers, 36(4), 717-731.
  • Rudeloff, C., & Bruns, J. (2024). Effectiveness of femvertising communications on social media: How brand promises and motive attributions impact brand equity and endorsement outcomes. Corporate Communications: An International Journal, 29(6), 879-897. https://doi.org/10.1108/CCIJ-03-2024-0041
  • Sharifzadeh, Z., & Brison, N. (2024). Femvertising or faux feminism? A critical discourse analysis of sport femvertising campaigns. Journal of Sport and Social Issues, 48(3-4), 165-192. https://doi.org/10.1177/01937235241269936
  • Török, A. (2023). The perceived empowering and brand-related effects of femvertising [Unpublished doctoral dissertation, Budapesti Corvinus Egyetem]. https://doi.org/10.14267/phd.2023005
  • Um, N.-H. (2022). Korean consumers’ responses to Nike’s “women’s just do it” femvertising campaign. Journal of Promotion Management, 28(5), 650-668. https://doi.org/10.1080/10496491.2021.2009612
  • Ünlükaya, A. (2021). Kadın odaklı reklamcılıkta (femvertising) sunulan postfemi̇ni̇st söylemler: L’oreal paris – “this is an ad for men” reklam afi̇şleri̇ni̇n göstergebi̇li̇msel çözümlemesi̇. Nişantaşı Üniversitesi Sosyal Bilimler Dergisi, 9(1), 1-19. https://doi.org/10.52122/nisantasisbd.871208
  • Varghese, N., & Kumar, N. (2022). Feminism in advertising: Irony or revolution? A critical review of femvertising. Feminist Media Studies, 22(2), 441-459. https://doi.org/10.1080/14680777.2020.1825510
  • Vashisht, D. (2019). Effect of interactivity and congruence on brand advocacy and brand acceptance. Arts and the Market, 9(2), 152-161. https://doi.org/10.1108/AAM-01-2019-0008
  • Wells, W. D. (1964). EQ, son of EQ, and the reaction profile. Journal of Marketing, 28(4), 45-52. https://doi.org/10.1177/002224296402800409
  • Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24(3), 258-270. https://doi.org/10.1177/002224378702400302
  • Wijaya, A. P., Prihandono, D., Prananta, W., & Permana, M. V. (2024). Femvertising: Exploring feminist self-identity, brand advocacy, and brand attachment among the Z generation. 030051. https://doi.org/10.1063/5.0241952
  • Wilk, V., Harrigan, P., & Soutar, G. N. (2018). Navigating online brand advocacy (oba): An exploratory analysis. Journal of Marketing Theory and Practice, 26(1-2), 99-116. https://doi.org/10.1080/10696679.2017.1389246
  • Xie, C., Bagozzi, R. P., & Grønhaug, K. (2019). The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences. Journal of Business Research, 95, 514-530. https://doi.org/10.1016/j.jbusres.2018.07.043

Exploring the Relationship between Femvertising, Brand Advocacy, and Female Gender Roles in Advertising

Year 2025, Issue: 48, 155 - 173, 28.04.2025

Seril Çakmak Ekinci

https://doi.org/10.31123/akil.1630291

Abstract

Discussions on the social roles of women and the global expansion of the feminist movement have led to the portrayal of women in more positive and modern roles in advertisements. Brands aim to reach the female target audience by creating positive changes in social thoughts and behaviors towards women through femvertising. Many global brands such as Nike, Dove, Always, and Elidor have adopted the femvertising approach. Research shows that femvertising positively affects consumer attitudes and behaviors. However, there is no research that examines the effects of femvertising on consumers by considering the relationship between female roles attitude, attitude towards femvertising and brand advocacy together. Based on this, the study examined the relationships between female roles attitude, attitude towards femvertising and brand advocacy in the context of “Dove: Bigger than Numbers” advertisement. In addition, the mediating role of attitude towards femvertising in the relationship between female roles attitude and brand advocacy was investigated. The study was designed based on the correlation type relational screening model, data were collected through scales, and 402 female participants were included in the study. The data were analyzed using IBM SPSS 30.0 and Hayes Process Macro programs. The results of the study show that there are positive and significant relationships between female roles attitude, attitude towards femvertising, and brand advocacy variables. Furthermore, the full mediating role of attitude towards femvertising in the relationship between female roles attitude and brand advocacy was determined.

Keywords

Femvertising Attitude toward women’s roles Attitude toward advertising Brand advocacy

References

  • Akestam, N., Rosengren, S., & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects. Psychology & Marketing, 34(8), 795-806. https://doi.org/10.1002/mar.21023
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2007). Sosyal bilimlerde araştırma yöntemleri: Spss uygulamalı (5. bs.). Sakarya Yayıncılık.
  • Beauvoir, S. (1997). Introduction to the second sex. na.
  • Becker-Herby, E. (2016). The rise of femvertising: Authentically reaching female consumers [Unpublished doctoral dissertation]. University of Minnesota.
  • Büyüköztürk, Ş. (2017). Bilimsel araştırma yöntemleri (23. bs). Pegem Akademi.
  • Dove—Rakamların ötesinde. (t.y.). Behance. Erişim tarihi 10 Aralık 2024, https://www.behance.net/gallery/96280871/Dove-Rakamlarn-OEtesinde?locale=tr_TR
  • Drake, V. E. (2017). The impact of female empowerment in advertising (femvertising). Journal of Research in Marketing, 7(3), 593-599. https://doi.org/10.17722/jorm.v7i3.718
  • Eisend, M. (2010). A meta-analysis of gender roles in advertising. Journal of the Academy of Marketing Science, 38, 418-440.
  • Field, A. P. (2024). Discovering statistics using IBM SPSS statistics (6th ed.). Sage.
  • Fullerton, G. (2011). Creating advocates: The roles of satisfaction, trust and commitment. Journal of Retailing and Consumer Services, 18(1), 92-100. https://doi.org/10.1016/j.jretconser.2010.10.003
  • Gender and health. (t.y.). World Health Organization. Erişim tarihi 5 Ocak 2025, https://www.who.int/health-topics/gender#tab=tab_1
  • Gill, R. (2008). Commodity feminism. Içinde W. Donsbach (Ed.), The International Encyclopedia of Communication. Wiley. https://doi.org/10.1002/9781405186407.wbiecc055
  • Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E‐WOM scale: Word‐of‐mouth measurement scale for E‐services context. Canadian Journal of Administrative Sciences, 27(1), 5-23. https://doi.org/10.1002/cjas.129
  • Hainneville, V., Guèvremont, A., & Robinot, É. (2023). Femvertising or femwashing? Women’s perceptions of authenticity. Journal of Consumer Behaviour, 22(4), 933-941. https://doi.org/10.1002/cb.2020
  • Hayes, A. F. (2022). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (Third edition). The Guilford Press.
  • Hill, S., Provost, F., & Volinsky, C. (2006). Network-based marketing: Identifying likely adopters via consumer networks. Statistical Science, 21(2). https://doi.org/10.1214/088342306000000222
  • Jillapalli, R. K., & Wilcox, J. B. (2010). Professor brand advocacy: Do brand relationships matter? Journal of Marketing Education, 32(3), 328-340. https://doi.org/10.1177/0273475310380880
  • Kapoor, D., & Munjal, A. (2019). Self-consciousness and emotions driving femvertising: A path analysis of women’s attitude towards femvertising, forwarding intention and purchase intention. Journal of Marketing Communications, 25(2), 137-157. https://doi.org/10.1080/13527266.2017.1338611
  • Karasar, N. (2015). Bilimsel araştırma yöntemi: Kavramlar, ilkeler, teknikler (28. bs.). Nobel.
  • Kassem, M. M., Negm, E., & Gharara, S. R. A. (2024). Investigating gen Z consumers’ feministic identities and gender-stereotypical norms on their attitude formation towards femvertising campaigns, impacting purchase intention. OALib, 11(06), 1-19. https://doi.org/10.4236/oalib.1111244
  • Keller, E. (2007). Unleashing the power of word of mouth: Creating brand advocacy to drive growth. Journal of Advertising Research, 47(4), 448-452. https://doi.org/10.2501/S0021849907070468
  • Kim, C. K., Han, D., & Park, S. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195-206. https://doi.org/10.1111/1468-5884.00177
  • Koç, F., Efendioğlu, İ. H., Özkan, B., Uğurtan, H., & Baran, T. (2024). Effects of brand awareness and feminist message level in femvertising: An experimental study. Women’s Studies International Forum, 106, 102957. https://doi.org/10.1016/j.wsif.2024.102957
  • Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607-610. https://doi.org/10.1177/001316447003000308
  • Lundstrom, W. J., & Sciglimpaglia, D. (1977). Sex role portrayals in advertising. Journal of Marketing, 41(3), 72-79. https://doi.org/10.1177/002224297704100308
  • Morgan, G. A., Leech, N. L., Gloeckner, G. W., & Barrett, K. C. (2004). Spss for introductory statistics: Use and interpretation (0 bs). Psychology Press. https://doi.org/10.4324/9781410610539
  • Özata, F. Z., Erol, F., & Tanyolu, S. (2023). Femvertising uygulamalarının tüketici tutum ve davranış niyetlerine etkisi: Kendini feminist tanımlamanın düzenleyici rolü. Türkiye İletişim Araştırmaları Dergisi, 44, 46-72. https://doi.org/10.17829/turcom.1195321
  • Preacher, K. J., & Hayes, A. F. (2004). Spss and sas procedures for estimating indirect effects in simple mediation models. Behavior Research Methods, Instruments, & Computers, 36(4), 717-731.
  • Rudeloff, C., & Bruns, J. (2024). Effectiveness of femvertising communications on social media: How brand promises and motive attributions impact brand equity and endorsement outcomes. Corporate Communications: An International Journal, 29(6), 879-897. https://doi.org/10.1108/CCIJ-03-2024-0041
  • Sharifzadeh, Z., & Brison, N. (2024). Femvertising or faux feminism? A critical discourse analysis of sport femvertising campaigns. Journal of Sport and Social Issues, 48(3-4), 165-192. https://doi.org/10.1177/01937235241269936
  • Török, A. (2023). The perceived empowering and brand-related effects of femvertising [Unpublished doctoral dissertation, Budapesti Corvinus Egyetem]. https://doi.org/10.14267/phd.2023005
  • Um, N.-H. (2022). Korean consumers’ responses to Nike’s “women’s just do it” femvertising campaign. Journal of Promotion Management, 28(5), 650-668. https://doi.org/10.1080/10496491.2021.2009612
  • Ünlükaya, A. (2021). Kadın odaklı reklamcılıkta (femvertising) sunulan postfemi̇ni̇st söylemler: L’oreal paris – “this is an ad for men” reklam afi̇şleri̇ni̇n göstergebi̇li̇msel çözümlemesi̇. Nişantaşı Üniversitesi Sosyal Bilimler Dergisi, 9(1), 1-19. https://doi.org/10.52122/nisantasisbd.871208
  • Varghese, N., & Kumar, N. (2022). Feminism in advertising: Irony or revolution? A critical review of femvertising. Feminist Media Studies, 22(2), 441-459. https://doi.org/10.1080/14680777.2020.1825510
  • Vashisht, D. (2019). Effect of interactivity and congruence on brand advocacy and brand acceptance. Arts and the Market, 9(2), 152-161. https://doi.org/10.1108/AAM-01-2019-0008
  • Wells, W. D. (1964). EQ, son of EQ, and the reaction profile. Journal of Marketing, 28(4), 45-52. https://doi.org/10.1177/002224296402800409
  • Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24(3), 258-270. https://doi.org/10.1177/002224378702400302
  • Wijaya, A. P., Prihandono, D., Prananta, W., & Permana, M. V. (2024). Femvertising: Exploring feminist self-identity, brand advocacy, and brand attachment among the Z generation. 030051. https://doi.org/10.1063/5.0241952
  • Wilk, V., Harrigan, P., & Soutar, G. N. (2018). Navigating online brand advocacy (oba): An exploratory analysis. Journal of Marketing Theory and Practice, 26(1-2), 99-116. https://doi.org/10.1080/10696679.2017.1389246
  • Xie, C., Bagozzi, R. P., & Grønhaug, K. (2019). The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences. Journal of Business Research, 95, 514-530. https://doi.org/10.1016/j.jbusres.2018.07.043
There are 40 citations in total.

Details

Primary Language Turkish
Subjects Advertising Studies
Journal Section Research Article
Authors

Seril Çakmak Ekinci 0000-0002-2742-4642

Publication Date April 28, 2025
Submission Date January 31, 2025
Acceptance Date April 8, 2025
Published in Issue Year 2025 Issue: 48

Cite

APA Çakmak Ekinci, S. (2025). Reklamda Kadın Cinsiyet Rolleri, Femvertising ve Marka Savunuculuğu İlişkisi. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(48), 155-173. https://doi.org/10.31123/akil.1630291
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