Authentic Femvertising? Unveiling the ambivalent construction of multimodal authentic brand femvertising by social media influencers
Consumer empowerment and social media influencers – approached separately by scholars until now, this study brings together two of the most pressing contexts brands must navigate. As novel advertising appeal, brand femvertising communicates female empowerment and increasingly does so in collaboration with social media influencers (SMIs). To succeed however, SMI communication and femvertising call