Att sälja jämställdhet: En studie om autenticitet i feministisk marknadsföring
This qualitative study explores how consumers perceive femvertising in relation to authenticity and the risk of femwashing within the framework of Corporate Social Responsibility (CSR). Based on a social constructivist view, the research combines a content analysis of four digital commercials, with a thematic analysis of ten semi-structured interviews with male and female participants aged 20-31.
