The Perception of Femwashing A qualitative study of how women perceive femwashing Master´s Degree Project in Marketing and Consumption, Graduate School Authors: Anna Haggren, Jennifer Larsson & Julia Wigerdt Supervisor: Lena Hansson The Perception of Femwashing A qualitative study of how women perceive femwashing Anna Haggren, Jennifer Larsson & Julia Wigerdt Master of Science in Marketing and Consumption, School of Business, Economic and Law at the University of Gothenburg Spring 2022 Abstract: Women and men are commonly seen in advertising and are frequently used to exaggerate products and encourage consumption. Studies show that such advertisements could include sexual objectification, unrealistic stereotypes, and unrealistic views of specifically women. Consequently, movements against this type of advertising have been made by empowering women through femvertising. However, more recent studies show that there are cases in which companies make marketing communication efforts that emphasize female empowerment, diversity, and equality, even though it might not reflect their actual practices, that is, they perform femwashing. Since femwashing is a relatively new phenomenon, a qualitative study with inspiration of a phenomenological approach was applied. This research examines how women perceive femwashing and thus, provides an understanding of the phenomenon. The research indicates that women perceive femwashing as negative since it makes them feel critical, skeptical, pressured, misled, naive and provoked. The results contribute to the currently relatively limited field of femwashing as it presents a conceptualization of femwashing from a consumer perspective through four dimensions. These dimensions are inauthenticity, non- transparency, inconsistency, and non- relatability. Keywords: Femwashing, femvertising, authenticity, transparency, consistency, relatability, female empowerment, qualitative methodology Introduction of women (Varghese & Kumar, 2019). This Women and men are commonly seen in has motivated movements against sexist advertising which further have led to advertising (Varghese & Kumar, 2019) and are frequently used in order to exaggerate corporations engaging in campaigns with focus on female empowerment (Maclaran, products and encourage consumption (Eisend, 2010). Especially women have 2015; Zawisza et al., 2018; Lima & Casais, 2021). Additionally, companies have been exploited in advertising to generate company profit (Fasoli et al., 2017). As increasingly started to implement a marketing strategy aimed to empower portrayals of women are often characterized by sexual objectification, women and promote feminist values with the use of empowerment slogans and advertisements have actively contributed to negative and unrealistic stereotypes messages in order to generate greater brand engagement, something which is referred to (Champlin et al., 2019) and thus generated criticism for reflecting an unrealistic view as femvertising (Åkestam et al., 2017). However, not all femvertising is genuine 1 and made with the right intentions in mind. femvertising but does not regard Recent studies made by Khoo-Lattimore et femwashing to the same extent. In the al. (2019) and Myambo (2020), show that study, femwashing is used to distinguish occasionally, companies use questionable authentic from inauthentic femvertising, communications that emphasize gender, rather than to examine the actual equity and cultural diversity (Myambo, understanding of the phenomenon. This 2020), to project a favorable public image shows that an understanding of femwashing when they, in reality, show no such efforts is currently limited, implying that further or the opposite of such efforts. This research is needed within the field. phenomenon is referred to as femwashing Additionally, as the majority of the research and is more specifically defined as using within the field takes a company marketing as a tool to capitalize women's perspective, a consumer perception is rights and equality (Urban Dictionary, needed to achieve a nuanced understanding 2017). of the phenomenon. Therefore, a consumer perspective is taken by using a qualitative The phenomenon of femwashing has been method, to provide women's perceptions of especially highlighted and critically femwashing. examined by the Swedish news site Breakit. According to Breakit (2021A), there are The aim of this study is to contribute with several large Swedish e-tailers targeting more knowledge to the limited theoretical females through positive and female field of femwashing. Moreover, the empowerment communication and purpose of the study is to capture how messages. Such e-tailers promote females women perceive femwashing by looking at to become the best version of themselves companies' communication made online and strengthen their self-esteem through and thus, provide an understanding of the marketing communication (Breakit, phenomenon. To fulfill the purpose, the 2021B; Champlin et al., 2019) and have following research question was been accused of being a business strategy formulated: used by men to make profits (Breakit, 2021B). Furthermore, it has been found that How do women perceive femwashing? corporations are portrayed as being founded by women, when in fact, it is men The context of this study contributes to that are the founders and/or own the previous research and literature which is majority of the shares (Breakit, 2021B; currently relatively limited. Accordingly, Sterbenk et al., 2021). the research contributes with an extended knowledge within the research field of There is a limited amount of research femwashing. The findings provide a conducted within the research field of conceptualization of femwashing from a femwashing. The current research available consumer perspective through four highlighting femwashing explains how the dimensions: inauthenticity, non- strategy is used by companies (Myambo, transparency, inconsistency, and non- 2020, Sterbenk et al., 2021, Khoo- relatability. Additionally, this study Lattimore et al., 2019), and not to the same contributes with a new sociocultural extent how it is perceived by consumers. approach to femwashing as it regards the There is seemingly only one study taking a Swedish market. consumer perspective on femwashing by collecting data through qualitative methods The paper follows the following order. consisting of interviews, namely Following this first section, the second Hainneville et al. (2022). However, the section represents the theoretical study, which was made recently, highlights framework within the field of femvertising 2 and femwashing as well as authenticity and feelings (Pérez & Gutiérrez, 2017) and transparency. The third section represents portray unrealistic views of women the methodology, presenting a qualitative (Varghese and Kumar, 2019). Thus, it study, taking phenomenological research as suggests that the advertising trend, which is inspiration. The fourth section represents based on feminism (Åkestam et al., 2017), empirical data and analysis gathered from moves away from the actual ideology of the the consumer interviews. The last section movement. This is argued in the critical concludes the research by presenting its studies made by both Goldman (1992) and findings, future research as well as Gill (2007) as it is suggested that when implications. feminism is used for commercial and capitalist purposes, it erodes the very Theoretical framework essence of feminism as a political and social To provide a deeper understanding of the movement and ideology. Goldman (1992) phenomenon of femwashing, this section highlights the issue of exploiting women´s will include a theoretical framework everyday situation by stating that feminism involving an examination of previous has been conquered by capitalism. findings on the research field of Moreover, Gill (2007) argues that feminism femvertising and femwashing, focusing on is depoliticized when marketing links different interpretations of the dependence, free choice and right to one´s phenomenon. In context to these previous own body to a specific product or the research findings, a connection to consumption of it as the focus lands on authenticity and transparency will be specific products, styles and appearances provided to help draw new insights to the rather than the very significance of the understanding of the femwashing women's movement. Repo and Yrjölä phenomenon. (2015) argues that this relates to postfeminism and a certain neoliberal Femvertising and femwashing governmentality where women are promised happiness, confidence, and To understand the notion of the harmful fulfillment through consumption and that to marketing strategy that is femwashing, one express empowerment, women are should consider the research field of encouraged to purchase commodities of truthful femvertising. According to different kinds. Consequently, instead of Åkestam et al. (2017), femvertising is a strengthening and empowering women, marketing communication strategy aimed Gill (2007) claims that post-feminism led to to empower women and promote feminist another type of objectification, where the values with the use of empowerment woman is devalued. Goldman et al. (1991) slogans and messages in order to generate coined the term “commodity feminism” to greater brand engagement. Varghese and explain the trend of using women- Kumar (2019) argue that, as a result of the empowerment in marketing perception that femvertising is a successful communication, something which Baxter way to target a female audience, the usage (2015) further, more generally, referred to of the marketing strategy has increased as “fauxactivism”. By faux activism, significantly by brands. Sterbenk et al. Baxter (2015) more specifically mean that (2021) follows this notion by stating that feminism is exploited as a legitimate source femvertising is a trend used by companies of activism in which the aim is to appear as for equality. However, researchers have passionate about the cause to the consumer, started to scrutinize the consequences and whilst no actual belief of the cause exists. origins of the femvertising trend as it has been shown to reinforce stereotypes Recent studies show that there are cases in (McCleary, 2014), generate negative brand which companies make marketing efforts 3 that emphasize gender diversity and inauthentic femvertising can be stated as equality, even though it might not reflect femwashing (ibid). their actual practices (Khoo-Lattimore et al., 2019; Myambo, 2020). Several Moreover, although the most frequently researchers have come to refer to this used term to explain the phenomenon of phenomenon as “femwashing” misleading female empowerment rhetoric (Hainneville et al. 2022; Khoo-Lattimore et in advertising is femwashing, Sterbenk et al., 2019; Myambo, 2020). According to al. (2021) proposes another term, namely, Khoo-Lattimore et al. (2019), the phrase is “fempower-washing”. Rather than defining derived from the sustainability the phenomenon as a tool for capitalistic phenomenon that is called greenwashing. gain, the researchers behind the latter term The definition of greenwashing is stresses the false use of gender-equality understood to be about misleading people, corporate social responsibility (CSR) through marketing communications, into policies as a way to reach successful thinking that a company's products, corporate branding. Similarly to practices and/or performances are pro- femwashing, Sterbenk et al. (2021) environmental (Bramwell & Lane, 2002; highlights that what makes the marketing De Freitas Netto et al., 2020). Thus, strategy of fempower-washing false is the greenwashing is a practice adopted by lack of actions taken towards reaching companies that is based on misleading declared goals. Sterbenk et al. (2021) sustainable rhetoric used to shape desirable exemplifies this by arguing that companies images (ibid). Similarly to greenwashing, that claimed to support gender equality by femwashing is about companies giving the for instance promoting female appearance of being something which they representation in boards and leadership are not for capitalistic gains, essentially positions, in reality made no such creating rhetoric-practice gaps (Khoo- commitments. Furthermore, Sterbenk et al. Lattimore et al., 2019). However, contrary (2021) and Khoo-Lattimore et al., (2019) to greenwashing, which revolves around shows that some companies performing environmental sustainability, femwashing femvertising do not have women as falls within the area of social sustainability. majority on their boards and in their More specifically, Myambo (2020) leadership positions. Several researchers interprets femwashing as a marketing such as Kim et al. (2015), Wagner et al., approach implemented to make capitalistic (2009) and Yoon et al. (2006) further gains on specifically women's rights and argues that when it is discovered that a equality. Such capitalism often appears to company who claims to support female give women more freedom in terms of empowerment causes in their marketing in consumer choice, independence from fact lack in internal and external CSR- patriarchy and socio-economic autonomy activities, a backlash in the form of a when in reality, it constrains women's decrease in stakeholder trust and corporate choices through collective exploitation of reputation will most likely occur. However, different genders, ethnicities, races and the researchers Abitbol and Sternadori religious populations (ibid). In the study by (2019) as well as Pope and Wæraas (2016) Hainneville et al. (2022), femvertising is indicate that companies misleading conceptualized through different consumers through marketing dimensions and it is differentiated from communication experience similar femwashing by distinguishing the concepts reputational and financial benefits as the as authentic respectively inauthentic. ones making authentic efforts and Accordingly, consumers' perception of advertising as consumers take all CSR- authentic femvertising indicates that messages, used in marketing, at face value. Authenticity 4 In Hainneville et al.´s (2022) study, (2016), something that can cause negative femwashing is differentiated from association towards a company, which femvertising in the sense that it constitutes further can be referred as “corporate of inauthentic femvertising. Thus, to hypocrisy” (Wagner et al., 2009) or CSR- understand the strategy of femwashing, one washing (Pope & Wæraas, 2016), is when should take a closer look at the concept of companies´ actions and practices do not go authenticity. According to Melin (2008) in line with their CSR-messaging or and Dwivedi and McDonald (2018), statements. companies can affect consumers´ perception by reaching consumers and Hainneville et al. (2022) explores the nature making them aware about certain of authentic and inauthentic femvertising. characteristics of the brand. Melin (2008) The researcher states that when companies further argues that it is therefore important use a femvertising approach to their that the core values of a brand is permeated communication and advertising strategies, in all communication as it is the one of the most important factors to its communicative link between the company success is authenticity in the sense that it and its consumers. depicts a truthful brand that is aligned with its core values (ibid). However, previous According to several researchers, there is studies have shown that consumers have an expectation on companies to commit to questioned the authenticity of femvertising the causes that they explicitly support (e.g (Lima & Casais, 2021). Hainneville et al. Hughes, 2013; Donia & Sirsly, 2016; (2022) exemplifies this by arguing that Madrigal & Boush, 2008). Bruhn et al. consumers have discussed and denounced (2012) further argues that because of on social media platforms that femvertising consumers´ desire and wish for companies is not authentic, something which the and brands to become more genuine, researcher argues is femwashing. unique and original, that is, authentic, it has become increasingly important to possess a Transparency high level of authenticity. Hartmann et al. (2013) adds to this by arguing that Anderberg and Morris (2006) states that consumers' perception of a brand is highly brand authenticity cooperates with the affected by the brand’s authenticity. transparency a company has. Additionally, Sterbenk et al., (2021) supports this claim Hainneville et al. (2022) point out that by arguing that if the motives of a brand are corporations engaging with femwashing perceived as sincere by consumers, it will has been shown to have a lack of result in positive associations with the transparency. The result of the study brand. According to He et al. (2021), such stresses the importance for companies positive associations could be created using femvertising as a marketing strategy through storytelling, that is, communication to be transparent for them not to be accused where companies tell their story directed to of using inauthentic femvertising, that is, the receiver, as it increases the feeling of femwashing (ibid). Transparency refers to authenticity. Further, Fenger et al. (2015) the disclosure of information (Christensen, argues that storytelling decreases the 2002) which can be understood as the feeling of being skeptical. Dwivedi and possibility for consumers to easily access McDonald´s (2018) as well as Sterbenk et information relating to the business al. (2021) state that motives perceived as activities, actions, and plans. Molleda insincere or unclear may lead to mistrust, (2010) emphasizes that consumers are to a and thus a negative association with the larger extent expecting companies to act brand. Additionally, according to Wagner transparently in the sense of practices, et al. (2009) as well as Donia and Sirsly actions, and values. Accordingly, due to 5 Table 1. Summarizing table outlining the key sources and their core findings related to femwashing. consumers´ increasing awareness and To create an overview of the research used engagement regarding businesses unethical in the theoretical framework, femwashing practices, the concept of transparency is and concepts closely related to becoming increasingly important (ibid). femwashing, based on prior theory, are According to Singh et al. (2008), this type summarized in Table 1. of information is of high importance and a prerequisite for many to obtain and can Methodology further be crucial in terms of finding a company authentic. Moreover, as stated by Data collection Kitchin (2003), the degree of transparency is crucial for establishing relationships with Since the purpose of this study is to gain an consumers and corporations. Furthermore, understanding of femwashing and how Sodhi and Tang (2019) resonate that due to women perceive femwashing by looking at consumers´ possibility to find information companies' communication made online, online, through for instance social media, qualitative interviews were suitable for the the importance is even higher for chosen research topic (Bryman & Bell, corporations to disclose transparency 2013). In-depth interviews were chosen as information to be perceived as genuine and a primary tool of data collection as it authentic. provides detailed responses and thus a deep understanding of the studied phenomenon. There are positive effects in terms of how a Furthermore, the chosen method suited the company is viewed externally related to research context as it helped tap into the being outspoken about taking social image of femwashing, something which responsibility (Sodhi & Tang, 2019). Colaizzi (1978) suggests is grounded in However, Swaen and Vanhamme (2005) as informants´ personal experience. well as Singh et al. (2008) propose that the possible consequences in terms of Since femwashing is a relatively new reputation are worse if the company would phenomenon, a qualitative study with be found to, or even accused of, enact inspiration of a phenomenological unethical practices. approach was applied as it enables the understanding and interpretation of the phenomenon of interest (Creswell, 2007; 6 Bryman & Bell, 2013). A qualitatively Furthermore, the geographic area was conducted study was also suitable since it limited to Sweden since it has been found emphasizes a phenomenon that has not that Swedish e-tailers are performing been researched before (Patel & Davidson, femwashing (Breakit, 2021A). 2019), which is the case of femwashing, where the current research is limited. Thus, The interviews were conducted with 14 phenomenological research was informants in total, as recognizing patterns implemented as inspiration as it helped in proved that a saturation had been achieved examining the relatively unexplored (Guest et al., 2006). This is also supported phenomenon and the informants´ by Creswell (2007) who argues that the perception of the phenomenon (Starks & number of interviews should range between Trinidad, 2007). 5 to 25 within phenomenological studies to be sufficient. The participants' names The study consists of an abductive (fictitious), gender, age and occupation are approach, implying a combination of shown in Table 2. inductive and deductive (Eriksson & Kovalainen, 2008), which provides a more In this study, a convenience sampling was complete understanding of the studied used, where individuals in the researcher's topic. This involved a literature surroundings (Bryman & Bell, 2013), examination of femwashing and research specifically friends of each researcher, were areas adjacent to the subject, which was chosen to participate in the interview. Each conducted to create an understanding of interview was held individually, meaning prior research within the field. the researcher and the individual informant. Furthermore, descriptions and meaning of A disadvantage of using a convenience the phenomenon were gathered and sampling, could be that the results might categorized from theory in order to reach an become biased due to an unknown accuracy understanding of how the phenomenon is and a low representativeness (Bryman & explained (Eriksson & Kovalinen, 2008), Bell, 2013). However, the setting where the which further was put in context with the researcher and informants where interviews. Due to the lack of theory within acquaintances enabled truthful and reliable the field of femwashing, a combination of answers. Since the studied research area prior research and interviews was vital to can be perceived as a relatively sensitive create an understanding of the subject, due to its political nature, the phenomenon. convenience sampling was considered to be appropriate sources of data to collect from Since it has been shown that females are as it enabled the researchers to reach the increasingly used for marketing purposes informants´ deeper thoughts and feelings. online (Hainneville et al., 2022), the This, whilst offering the researchers a research only examines the online shopping sufficient number of participants within the made by women and not shopping in chosen target group (Jager et al., 2017). general. Moreover, the majority of women According to Bryman and Bell (2013), a performing online shopping are within the convenience sampling provides low age range of 20 to 30 years, meaning the external validity which implies that the higher range of generation z and the lower result cannot be generalized towards a total range of millennials (ibid). Hence, women population. However, this study does not of this age range could be considered to be aim to generalize statistical results towards more exposed to femwashing and are a whole population. therefore suitable participants for the study. Thus, the research is limited to individuals identifying themselves as women. 7 minutes, which was enough to achieve informational saturation (Mason, 2010). To outline the interview guide the theoretical framework was taken into consideration. The researchers began the interviews with background questions regarding the informants, including their age and their current occupation, to get an idea of who they are as a consumer. Moreover, general questions regarding the informant´s perception on transparency and authenticity in marketing communication were asked, such as what trustworthy marketing is to them and how they Table 2. Overview of the informants distinguish it. Furthermore, the interviewee participating in interviews. To protect the participant's integrity and anonymity, fictitious was asked more specific questions names are used. regarding their perception on using women in marketing, in terms of for instance how The interviews were conducted virtually women are portrayed in marketing as well through Zoom since it was requested by the as their thoughts on diversity and gender majority of the informants. To provide the equality efforts made by companies. informants the same prerequisite, each interview was therefore held through Moreover, two case companies were Zoom. Virtual interviews were regarded as presented to get a more comprehensive beneficial since it ensured that the understanding about the phenomenon. The informants were comfortable, being in their companies are typical examples of safe space, and willing to disclose certain companies performing femvertising opinions, feelings, and thoughts (Eriksson respectively femwashing. Both companies & Kovalainen, 2008). Moreover, the are successful Swedish e-tailers selling interviews followed a semi-structured products aimed towards women. To not interview guide where a set of core expose the companies, as it could have questions were made prior to the interview negative consequences, the company and then adapted to each informant by names are not disclosed. The first case implementing follow-up questions that company, in this study referred to as “the were not predetermined. This provides femvertising company”, uses femvertising comprehensive material (Eriksson & as their marketing strategy and is founded Kovalainen, 2008) and the opportunity to as well as designed by women. The second create a deeper understanding of the case company, in this study referred to as informant's thoughts. Semi-structured “the femwashing company”, uses, interviews enabled open-ended according to Breakit´s (2021B) study, communication and responses, something femwashing as their marketing strategy, which added depth to the information since they portray themselves as being provided by the informants, whilst allowing founded by women when it in reality is the interviewer to guide the informant using founded by men, information which is leading questions, something which yielded nowhere to be found on their company the specific perspective necessary for website (ibid). To decrease the risk of answering the research questions (Bryman biased results, a prerequisite was that the & Bell, 2013; Flick, 2014). The time range informants were familiar with both brands. of the interviews was around 40-60 However, it was taken into consideration 8 that some bias could occur depending on if interviews were conducted in Swedish the informant prefers one brand over the since all the informants had Swedish as other. their native language. For validating the results, a two-step analysis was conducted. Including cases in the interview enabled the Firstly, Thompson et al. 's (1989) researchers to collect data on how women explanation of a phenomenological analysis perceive femwashing, which further method was considered, which implied that resulted in developing the femwashing an understanding of each individual dimensions. By putting the two different interview was created. Secondly, it was cases in relation to each other, it enabled the examined if there were any clear common informant to distinguish the phenomena patterns among the interviews by relating and thus clarify their understanding on them to each other to interpret themes and specifically femwashing. During the case become able to code the data (Eriksson & section, the informant was asked to Kovalainen, 2008). Based on this, recurrent navigate through the companies´ “About words and perceptions mentioned were us”-pages in order to create their own pinpointed, according to Crewswell’s perception of the companies. Moreover, the (2007) directive, which resulted in informant was directed to each company's addressing a common thread among the Instagram, which is a social media platform informants' responses. This was made by used by both companies, to get an highlighting specific repetitive words and understanding of how they market common opinions that were used by several themselves towards women through informants and marked sentences that pictures. After navigating through each excelled and could be used as quotes. This company's pages, the informant was asked process was compiled into a coding to differentiate the company's scheme, as shown in Table 3. Additionally, communication and what they thought the based on the empirical data and analysis as companies did well respectively poorly. well as by taking inspiration from This, to get an understanding of how the Hainneville et al.´s (2022) study of informant perceive femwashing. femvertising, an analysis model of Accordingly, the study focuses on online femwashing was developed. Inspiration communication such as messages made was taken from the study by incorporating through the media of Instagram and the same understanding that inauthentic websites. Thus, the consumer perception of femvertising equals femwashing and that femwashing is based on women's this finding moreover should be a part of perception of the female empowerment the core of the phenomenon. Furthermore, messages communicated by companies. similarly as Hainneville et al. (2022), Finally, the informant was asked whether dimensions are used to conceptualize they know what femvertising respectively women's perception of femwashing, femwashing is and if they would purchase without defining it, as a clear definition of from a company if they were aware that the the phenomenon could be difficult to company used misleading communications provide. marketed towards women. Processing and analyzing the material Each interview was recorded and immediately after each interview was completed, the recording was transcribed (Eriksson & Kovalainen, 2008). The collected data which has been presented as citations was translated into English as the 9 interpretations in relation to real-life actions (Sandberg, 2020). This meant that the researcher asked the interviewee questions that allowed them to give their own concrete examples and gave them examples which they could use to help them distinguish different signs and understandings of transparency and authenticity in femwashing. These considerations, for reaching reliability and validity, have been applied throughout the whole process of establishing the interview guide, conducting the interviews, and analyzing the empirical material. Table 3. Overview of the coding of the Within business research, ethics are an interviews made to distinguish women´s important cornerstone for collecting data different perceptions of femwashing. (Eriksson & Kovalinen, 2008; Bryman, & Quality and ethical aspects of the study Bell, 2013). In this study, anonymity and confidentiality, claimed to be two of the With a phenomenological approach it is most priority ethics (ibid), was taken into essential to consider the qualitative consideration. The recorded data was only measures which include the criteria of available for the researchers and the reliability as interpretative awareness and informants were ensured that they were communicative and pragmatic validity anonymous. Moreover, confidentiality was (Sandberg, 2000). Reliability in the form of reached by ensuring that only the interpretative awareness was established by researchers were aware of who participated forming and asking “how” and “what” in the study (Eriksson & Kovalinen, 2008). questions as well as follow-up questions Additionally, the informants were given the which indicated informants to elaborate choice of agreeing to be recorded before the their thoughts and answers (Sandberg, interview started. All informants were 2020; Bryman & Bell, 2013). The informed of the purpose of the interviews communicative validity was ensured by and recordings, in line with Eriksson and conducting the interviews in a dialog form, Kovalinen’s (2008) advice for conducting where each informant´s individual interviews in an ethical way. experience and perception was interpreted (ibid). It is argued, by Creswell (2007), that Empirical data and Analysis the validity of these phenomenological interpretations could be challenging to The collected data is divided into four ensure since the researcher needs to decide different parts, where each part represents whether and why certain individual one dimension of how women perceive understandings should be mentioned in the femwashing, namely, non-transparent, study. Thus, to maintain an objective view inauthentic, non-relatable and inconsistent. of each informant´s perception, the To extract the different perceptions of researchers had to disregard their own femwashing, the following section will understanding and perception of present the similarities, differences, and femwashing and its connection to contributions to previous research. Within transparency and authenticity. each dimension part, two subthemes (Table Furthermore, pragmatic validity was 3) are presented (in cursive). Lastly, the ensured by incorporating the testing of section introduces an analysis model showing the different dimensions of 10 femwashing. thus making them question the authenticity of the company: Inauthenticity “Spontaneously, I think that you almost According to the informants, companies exaggerate the marketing with women and then that use female empowerment to achieve female empowerment. Companies push it women's attention, for commercial practically as much as possible, so it is almost purposes and exploit it to target more an abundance, and it feels a little fake.” - Sara women and do not commit to it, are “I probably think that much of what companies inauthentic. This supports Hainneville et write about themselves in terms of their support al.’s (2022) suggestion shown in Table 1, for female empowerment online is often very that inauthentic femvertising signifies positively angled and opportunistic, which also femwashing. Accordingly, inauthentic makes me a little suspicious since everything femvertising is assumed to be a synonym to cannot be positive.” - Sofia femwashing. From looking at how women view authenticity in female empowerment When asking the informants about whether communication, it becomes clear that the they could distinguish between which of the concept is a building stone for consumers' two case companies that uses femvertising overall perception of a company. This respective femwashing, they express that it becomes evident as the informants express is difficult to determine. The informants go that authenticity relates to the level of trust for their initial thoughts when they decide and loyalty the consumer has for a company which of the companies are most (Dwivedi & McDonald, 2018; Sterbenk et trustworthy and genuine. It is highlighted al., 2021). that the femvertising company stresses the importance of inspiring and empowering Amongst the informants, it is highlighted women to “believe in themselves and their that what exaggerates the feeling of potential”. Essentially, this is related to a inauthenticity is that companies use an positive storytelling strategy since it excessively positive and optimistic tone in increases trust and the feeling of their communications, something which authenticity (Fenger et al., 2015; He et al., adds to prior theory stating that insincere or 2021). Moreover, the majority of the unclear motives generate negative informants notice that the femvertising associations (Dwivedi & McDonald, 2018; company is founded by women, as they Sterbenk et al., 2021). This is partly done state “made to women by women'' on their by focusing on the inspirational aspect of “About us”-page. Contrary to the female empowerment and the opportunities femvertising company, it is noted by the while excluding the actual challenges with consumers that there is no information achieving an equal society for women and regarding the founders of the femwashing men. Moreover, when asking how they company, something which makes several notice this inauthenticity, some of the skeptical. This adds to the theory by He et informants explain that an excessive al. (2021) and Fenger et al. (2015) as it amount female empowerment message can shows that consumers can negatively be perceived as unnecessary and that one associate storytelling if it creates a sense of therefore questions the credibility. The skepticism towards the brand. According to following two excerpt from the interview the informants, the femwashing company's with two informants clarifies that marketing is interpreted to be more consumers might react negatively to when persuasive, since the focus lies on changing companies use quantitatively too much women instead of empowering who they female empowerment claims and do so with really are. Thus, the women distinguish an excessively positive and optimistic tone, inauthentic femvertising, that is, 11 femwashing, by looking at how companies´ “I would rather trust a company that is honest female empowerment efforts are and admits their flaws. I mean, it is better that communicated through text and they are transparent and for example say that storytelling. “we are not one hundred percent sustainable, or we do not have a totally equal workplace.” - “It feels like they exaggerate it so much that it Therese becomes irrelevant and lacks meaning. One becomes unsure whether the company actually Initially, consumers propose that there is a does what they say, or if it is just empty words.” certain risk that they process what is – Cornelia claimed by companies and blindly trust it, something which coincides with Non-transparency researchers´ explanation regarding consumers taking CSR-messages at face It is understood to be a subconscious value (Abitbol & Sternadori, 2019; Pope & process in which one is affected by Wæraas, 2016). As can be seen in Table 1, inauthentic communication to different such CSR-messages could fall under the degrees and that it is when the awareness category of fempower-washing, that is, increases consumers become more critical femwashing. In the following excerpt, towards it. According to the informants, Martina highlights how, when reading inauthentic femvertising is therefore also female empowerment statements, it is easy closely related to non-transparency, to naively trusts them: something which supports Anderberg and Morris´ (2006) claim that authenticity and “I take for granted that well-known brands and transparency cooperate. The concepts websites have truthful information. I also think interrelate and are key in that non- that I automatically think that they are genuine transparency in female empowerment and authentic, but it is for sure that I am a bit communication is something which the of a naive consumer.” - Martina consumers perceive as unreliable and insincere, that is, inauthentic femvertising, However, a few states that due to them also referred to as femwashing (Hainneville learning about transparency in marketing et al., 2022). through their education, their knowledge and awareness have increased in terms of Similarly to authenticity, the informants noticing unethical practices. Thus, some express that they distinguish transparency informants have no difficulties noticing that in female empowerment communication by some companies claiming that they support looking at how the message is presented. pro-female movements in fact make no According to them, companies which are such efforts. Moreover, for these not open in regard to their negative sides consumers, distinguishing the femwashing but rather only focus on the positive aspects company out of the two case companies is when communicating on their channels, are relatively easy, something which can be perceived as non-transparent. That is, they considered from the following interview are stressing positives and excluding excerpt: negatives. This supports Molleda's (2010) argument regarding consumers expecting “I think that if companies are quite companies to act transparently in the sense opportunistic in their marketing, for example of practices, actions, and value, regardless now as when it was International Women's of whether it is positive or negative aspects. Day, then there were very many companies that This notion is discovered by several were very open with their support for women, informants, and is exemplified through the various women's issues and women's salaries following excerpt from the interviews: and so on, while on other days of the year, they maybe do not care that much.” - Stina 12 Several of the informants follow this establishing certifications for social observance by emphasizing the fact that it sustainability in terms of pro-female is important that female empowerment support. By doing so, consumers would be companies are transparent about what they able to make more informative choices. actually do to contribute to the Moreover, female empowerment strengthening of women: supporting companies that do not implement certifications should clearly “I would very clearly like to see what they do state where the profit goes and how they with the money that is actually supposed to work with female empowerment to be strengthen women. For example, donate large perceived as transparent and authentic. parts to the education of women or aid organizations for women.” - Moa Non-relatability Accordingly, although some consumers When asking the informants about the risk taking non-transparent messages at importance of a company’s authenticity, face value, others still realize non- several of the informants mention that it is transparent female empowerment important to be able to relate to the values a communication by following their company possesses. Mainly, this argument instinctive feeling, which is based on prior seems to stem from the fact that the knowledge, when assessing a company's consumers do not want to support or be transparency. However, for consumers that associated with companies that use have a low level of knowledge regarding femwashing strategies as it does not transparency it could be challenging to be resonate with their personal image. This is observant to non-transparent female especially highlighted by the women that empowerment messages, implying that explicitly support female empowerment. they could need some guidelines. It is highlighted by one informant that, contrary “If you feel that a brand is genuine, it feels like to environmental sustainability efforts you can stand for what you have bought and legitimized through certifications, no you feel more proud as a customer. You are benchmark for legitimized female associated with that, you become associated with the brand. [...] If a brand were not genuine empowerment efforts exists, meaning towards its customers, then they could really companies are making claims without lose their image and you might not want to be evidence. Accordingly, non-transparency in associated with that company.” - Klara femwashing is also found when claims are made without any actual facts or Many highlight that the femwashing information available to support that claim. company is non-diverse as it has no real body diversity, seeing that only a few plus “I saw they have their sustainability labels and size models are portrayed. This is perceived as soon as I see sustainable and eco-friendly as suspicious as the company highlights without any certification, you get a little body positivity in their texts and quotes. skeptical and want to check what they mean by that. It is almost better to not say anything This goes in line with Khoo-Lattimore et about it. [...] I would still say that it is important al., (2019) and Myambo (2020), presented to purchase from companies that support in Table 1, who emphasize that companies female empowerment, but I think it is hard to portray themself to be working with gender know who actually does it and does it in a good diversity and equality, even though it does way and there is no real index, at least not that not reflect their actual practices, that is, I am aware of.” - Sofia there are rhetoric-practice gaps. Essentially, some informants argue that companies that This notion indicates that companies should portray themselves to be inclusive but still be held accountable for their claims by have distinct majorities and minorities, in 13 the sense of body diversity, fall within the “"I really support diversity, but sometimes it area of femwashing. can be very obvious that you have to bring them in." - Kajsa Several informants express that it becomes apparent that the femwashing company “If you want to show different skin tones and consciously includes bodies and looks body types, you can at least make it a little which they believe do not fall within the smooth, I think. It does not have to be so ideals and norms of what a woman should heavenly obvious. It feels like ́ we bring in some other body types, some a little bigger´, in for look like, implying that they exploit these example training, and then it becomes so differences to appear as inclusive and obvious that you take in those models just to supportive of all women (Myambo, 2020). show other body types. It feels better if it had According to the consumers, it becomes come a little more natural so that the focus is apparent that companies are non-diverse not just that ́ here is a bigger body´.” - Cornelia when they include only a minority of women who do not fall within the scope of The informants argue that there is a clear what they portray as beautiful or feminine, minority and majority in terms of ethnicity rather than including differences to an found when examining the femwashing extent that would make it normalized. In the company. It is emphasized by several interview excerpt below, Therese informants that for a company to be exemplifies how it becomes evident that the perceived as diverse, they should have as company makes certain body types a clear many foreign ethnicities as domestic. These minority, or uses women that are informants commonly express the supposedly not the “model norm” but who following: still achieves set beauty standards and ideals: “I think it is important to include all different ethnicities in marketing, especially if you state “I think that those who are actually ´bigger´ that you support female empowerment and use are ideally very ́ nice looking´. For example, no such messages. But if you look at the second one has a big butt but no breasts or vice versa. company, you can see that it is more white They are typical plus size models where the dominated for example. [...] I think that it is whole body is curvy, in the right places as important in marketing in general to be well.” - Therese inclusive because there is a lot that indirectly When asking the informants how they affects how we look at life and things like that.” distinguish whether a company actually - Sofia does support respectively does not support gender equality and diversity, several “There should not be any clear majorities and informants express the thought that much of minorities in a company. A company should reflect what it actually looks like in society, and the marketing efforts made by companies to have employees who come from different socio- portray a diverse and gender equal business cultural backgrounds, gender, religion and becomes too obvious. According to them, education. Also, that you as a company target and following Myambo´s (2020) yourself and your advertising to a larger explanation, companies are evidently audience and for example not just to white falsely working with diversity and equality women or straight men or just to a certain in the sense that the only aim is to project a religion or so. That you target a larger favorable image, since it is only practices audience and are more inclusive.” - Moa claimed externally towards customers. The following two excerpts from the interviews When revealing that one of the two case illustrates how two informants exemplifies companies, that is, the femwashing this understanding: company, is founded by men only, the interpretation varies amongst the informants. Most of the informants have a 14 negatively strong reaction and think that it companies use women for purposes that do is a fraud since the company uses female not belong to the product or the situation empowering messages, making the itself, such as when selling water bottles or consumers believe that it is founded by advocating taking vaccines, and that it in women. This notion follows Sterbenk et that sense is misleading and that it al.´s (2021) reasoning that companies that contributes to the stereotypization of claim to support gender equality could be women. In addition, one of the informants performing femwashing by making no express that there is a difference in how commitments of having sufficient female products are portrayed for men respectively representation in their boards and women. The informant suggests that the leadership positions. This understanding difference is that men´s performances are can be interpreted from the following based on quality and functionality of the excerpt from the interview with Moa: clothes, whereas women´s performances are superficially based on looks of the “It is awful that being a man is used by taking clothes and quotes that the company uses. advantage and making money through According to the consumer, this realization pretending to strengthen women, while in fact becomes especially noticeable when they do not. What do they mean by empowering examining the femwashing company´s women if they are not founded by, at least partly, women and for women? Do they think website and Instagram. they can empower women with a few quotes?” - Moa “If it were a brand with training clothes for men, it would have been about quality and functions. But women do not need to know that. Other informants argue that it is typically Women only need quotes like ´live your best based on the unequal society where men life´. In that way, it feels like it is still more earn more than women when performing about design and how you look than the actual the same job but highlights that it is even functions of the clothes.” - Stina worse when men earn money on women. Several informants stress that it is sad and Moreover, one of the informants goes as far provocative and that one becomes angry as suggesting that one must consume to be over the fact that femwashing companies a feminist, something which goes in line hide their gender inequality behind a false with Goldman´s (1992) explanation that facade of female empowerment as men do commodity feminism is related to not have the right to tell women what femwashing. Consequently, it is interpreted female empowerment is about. A few that femwashing indirectly enhances the mention that it is especially provocative current female stereotypization as when specifically men use women for- companies use women to create new ideals profit purposes, indicating that the and norms, where the consumers are put consumers indirectly are aware of under further pressure. This follows femwashing. McCleary´s (2014) notion that advertising trends where feminism is emphasized Inconsistency reinforce stereotypes. This notion is indicated by Moa, who draws parallels From the interviews, and as suggested by between female empowerment in Sterbenk et al. (2021) and Goldman et al. marketing and the pressure as well as (1991), a pattern can be found where importance that women should be several of the informants indicate that there portrayed as female supporters through is a trend of using women for marketing their consumption behavior: purposes, suggesting that reinforced stereotypes of women indirectly become “I think that they use a lot of girl power in the apparent. Two informants emphasize how form of marketing, as if it would be feminist- 15 angled to shop from this particular company companies´ communication indeed could because it is girl power. Such as menstrual lead to reinforced objectification of women advertising lately, that women are portrayed as behind a canvas of what appears to be a pro- "strong" and if you do not support that female company. This thought is expressed company, you do not want women to be strong. [...] It gets a little misleading and pressing, that by Therese, who argues that companies´ if you are a feminist, you shop and if you do not way of showing their distancing from shop, you are suddenly not a feminist. You female objectification is dishonest as they cannot be a feminist and not choose to support instead enhance it by sexualizing the female a company as well. [...] Either women are used body. Although the texts and quotes portray as objects, or as pressure, that you must one message by emphasizing female support in order to not portray women as independence, worth and strength, the objects. For example, ́ we think of women's best pictures portray another by focusing on the and therefore you have to support us because if typically sexualized attributes of a woman, you do not you do not think of women´s best´.” namely, body parts such as breasts, buts and - Moa general nudity. This notion is suggested by several informants: According to this informant, companies could use female empowerment to pressure “I see, among other things, a naked body, women to support by purchasing, making which I think is a bit unclear. I mean, why is them believe that they are both the culprit there a naked body there when the company is and the solution, but not the victim. Thus, it selling clothes? I do not understand why nudity can be interpreted that companies are should be linked to clothing. [...] It seems like utilizing that generation z or millennial they believe that it is what sells.” - Moa women are more prone to online shopping (Hainneville et al., 2022), something which “The last picture there when they are can add to the current stereotypes since it completely naked feels a bit… unnecessary. I do indirectly implies that women are weak and not really know what they want to get out of it. easily persuaded, especially into different [...] It feels like they believe that women only purchasing behaviors. This also adds to want to look good for the man, and that one needs to be naked to achieve that.”- Cornelia Repo and Yrjölä´s (2015) understanding, presented in Table 1, that happiness, Essentially, many of the informants confidence, and fulfillment are promised suggests that the sexual objectification of through consumption, as negative women is unnecessary but maintained due outcomes such as being portrayed as weak to the so-called male gaze and that it is or non-supportive of women also could be believed to be what sells best. It is argued motivating factors to consume. that companies that are femwashing in that sense are inconsistent as they, rather than Additionally, the informants suggest that, reducing and counteracting, are whilst it is important to tribute women as contributing to the objectification of strong, there is for companies a fine line women trough sexualized messages. This between empowering women and follows Gill’s (2007) claim, that a new type objectifying women. Generally, seeing that of objectification occurs where woman is the consumers might take female devaluated. Several consumers indicate empowering messages at face value, as that, although nudity and sexualization stated by Abitbol and Sternadori (2019) as could sell, it could also have the opposite well as Pope and Wæraas (2016), it could effect on one’s willingness to buy as they be hard for them to discover or distinguish question why the selling of, specifically this difference. However, although the women’s, clothes is linked to nudity. interview context might make them more critical, some of the informants notice how 16 Analysis model of femwashing made online and thus contributes to the limited research available on femwashing (Khoo-Lattimore et al., 2019; Myambo, 2020; Sterbenk et al., 2021; Hainneville et al., 2022). The current research on femwashing mainly takes a company perspective and focuses on gender representation in knowledge production (Khoo-Lattimore et al., 2019), femwashing Figure 1. Women´s perception of femwashing global capitalism (Myambo, 2020), shown through four dimensions femvertising and fempower-washing (Sterbenk et al., 2021) as well as Above model is an analysis model of distinguishing femvertising by relating it to femwashing where inauthentic femwashing (Hainneville et al., 2022). femvertising is in the core of the model. Accordingly, this research offers a nuanced This is based on the finding that understanding of femwashing by taking a femwashing is inauthentic femvertising, consumer perspective. also stated by Hainneville et al. (2022). It illustrates the four dimensions of how The findings of the study are presented women perceive the phenomenon of through four dimensions of femwashing, femwashing extracted from prior theory on namely, inauthenticity, non-transparency, femwashing and concepts closely related to inconsistency, and non-relatability. From femwashing as well as findings from the the research, it became evident that there is interviews. These dimensions are sometimes a fine line between what makes inauthenticity, non-transparency, a company authentic, transparent, relatable, inconsistency, and non-relatability. The and consistent respectively not, and thus dimensions are not mutually exclusive, as also what is classified as femwashing. they can be combined, which further would Furthermore, this can be problematic for result in the cumulative effect where for consumers to discern. Although the each dimension fulfilled, the negative research provides no definite definition of feeling is reinforced. Additionally, it is femwashing, the dimensions help establish implied that although one dimension could an overall understanding of the suggest that femwashing is performed by a phenomenon. company, it is not absolute in the sense that one dimension fulfilled equals femwashing. Moreover, the results indicate that the Thus, the women's perception is built on an dimensions of femwashing are not mutually overall perception of the four dimensions of exclusive, as they can be combined, which femwashing, when evaluating a female further would result in the cumulative effect empowering company. Moreover, since where for each dimension fulfilled, the consumer perception is personal, it could negative feeling is reinforced. It is implied also differ largely between individuals. that although one dimension could suggest Furthermore, this also suggests that no clear that femwashing is performed by a definition of femwashing can be made, company, it is not absolute in the sense that hence the different dimensions. one dimension fulfilled equals femwashing. Thus, the consumer perception is built on Conclusion an overall perception of the four dimensions of femwashing, when This research provides an understanding of evaluating a female empowering company. how women perceive femwashing by looking at companies' communication 17 From the research, two sub-themes for each cannot fully account for it, since they dimension portraying the women's become empty promises used by companies perception of femwashing were as a marketing strategy to gain profits at the distinguished. In terms of inauthenticity, an expense of women. Moreover, consumers excessive amount of female empowerment have an especially negatively strong messages as well as an excessively positive reaction towards female empowerment and optimistic tone was shown to be two of companies founded by men. Essentially, the main sub-themes. These are moreover using female empowering messages and explained as companies showing a clear making the consumers believe that a effort to produce as much female company is founded by women, when this empowerment messages as possible as well is not the case, is seen as a fraud. According as sending messages that are unrealistic in to the consumers, it is of high importance to the sense that no challenges and only be able to relate to the values portrayed possibilities are portrayed. Furthermore, the through text and pictures. Accordingly, sub-themes of non-transparency that arose consumers do not want to support or be was stressing positives and excluding associated with companies that use negatives as well as making claims without femwashing strategies as it does not evidence. The sub-themes are described as resonate with their personal image or core companies lifting and praising themselves values. without admitting their flaws as well as without using no information or Future research certification to legitimize the female empowerment effort. Even though this research provides a deep insight within the field of femwashing The non-relatability dimension was through women's perception and the separated into the sub-themes non-diverse dimensions of the phenomenon, there is and gender inequal. These sub-themes are still room for further knowledge based on understood as companies making certain the findings. Since this research is limited body types, looks and ethnicities a clear to Swedish women's perception, it would be minority as well as when men as founders interesting to gain understanding and of female supporting companies earn knowledge if the phenomenon is perceived money on women. Lastly, the inconsistency in the same way for women in different dimension was found to have reinforced countries. This would provide the stereotypes and reinforced objectification possibility to draw conclusions that better as two sub-themes. The two sub-themes are depict society on a global level. Another described as companies regarding women suggestion for future research would be to as shallow, weak, and easily persuaded into widen the study by including other genders. different purchasing behaviors as well as It would be interesting to study whether when the female body is sexualized and there are differences in how men perceive used for the male gaze and to sell. the phenomenon, and it would serve as guidance for future research as well. The findings from this study indicates that Moreover, future research may also be women perceive femwashing as negative. conducted with a wider age range, not only Several negative feelings arise in including the higher range of generation z association with the phenomenon, some of and the lower range of millennials which which are that it made consumers feel was the case in this study. Extending the critical, skeptical, pressured, misled, naive research geographically, would also and provoked. The results show that provide a broader range of consumers' consumers do not appreciate female perceptions on the phenomenon, implying empowerment statements if the company that the extracted dimensions in this study could be developed even further in order to 18 create a deeper understanding and in-depth them more aware and critical towards knowledge. Moreover, there may also communication using inauthentic, non- emerge more dimensions of femwashing transparent, non-relatable and inconsistent than this study resulted in, which may show female empowering messages. In this way, that there are social and cultural differences consumers can make more informative when it comes to the phenomenon. purchase decisions, which are in line with their core values. Furthermore, it would be appropriate to complement the qualitative method by By increasing the general awareness implementing a quantitative method as it regarding the new and relatively unknown could help draw better generalizations on phenomenon of femwashing, the research consumer perceptions and to ensure that the could also be useful for society as it could dimensions are applicable, thus extending help combat ignorance which in itself may the currently limited research field of lead to inequalities, portrayed through femwashing further. marketing communication, being allowed to continue. Such inequalities include the Implications skewed distribution of women in leading positions and as founders in companies that The findings made by this research could be are claimed to be female supporting. helpful for companies, particularly marketers, as it provides an understanding on how women perceive femwashing. Hence, this could be especially useful for female supporting companies and how they want to be perceived by consumers through their marketing communication. Companies should be made aware of the negative impact femwashing could have on consumers and thus, the company's reputation and image, to decrease customer turnover and increase customer retention. Companies should be required to openly show who the owners are and the distribution of gender, in the same way as retailers’ supply chains should be completely transparent. According to the findings, a suggestion would be to establish a certification to legitimize female empowerment efforts such as CSR. This would enable consumers to access all information about the company, facilitating their decision making whether to purchase a certain product or not. Additionally, the research holds implications for consumers as it extends the current knowledge on the research field, that is, femwashing. This extended knowledge could be helpful for consumers in their decision-making process by making 19 References Conceptualization and Measurement. Abitbol, A., & Sternadori, M. (2019). Advances in Consumer Research, 40, 567. Championing Women's Empowerment as a Catalyst for Purchase Intentions: Testing Champlin, S., Sterbenk, Y., Windels, K., & the Mediating Roles of OPRs and Brand Poteet, M. (2019). How brand-cause fit Loyalty in the Context of Femvertising. shapes real world advertising messages: A International Journal of Strategic qualitative exploration of 'femvertising'. Communication, 13(1), 22-41. International Journal of Advertising, 38(8), 1240-1263. Anderberg, J., & Morris, J. (2006). Christensen, L. (2002). Corporate Authenticity and transparency in the communication: The challenge of advertising industry. The Journal of transparency. Corporate Communications, Management Development, 25(10), 1021- 7(3), 162-168. 1023. Colaizzi, P.F. (1978). Psychological Baxter, A. (2015). Faux activism in recent research as the phenomenologist views it. female-empowering advertising. Elon In: Vale, R., King, M. (Eds.), Existential Journal of Undergraduate Research in Phenomenological Alternatives for Communications, 6(1). Psychology. New York: Oxford University Press, pp. 48–71. Bramwell, B., & Lane, B. (2002). The Journal of Sustainable Tourism: The First Creswell, J. (2007). Qualitative inquiry & Ten Years. Journal of Sustainable Tourism, research design : Choosing among five 10(1), 1-4. approaches (2nd ed.). Thousand Oaks: SAGE. Breakit (2021A). Dashl-grundaren om femwashing: “Investerarna är väl De Freitas Netto, S., Sobral, M., Ribeiro, medvetna om detta”. Available at: A., & Soares, G. (2020). Concepts and https://www.breakit.se/artikel/29126/dashl forms of greenwashing: A systematic -grundaren-om-femwashing-investerarna- review. Environmental Sciences Europe, ar-val-medvetna-om-detta [Accessed 2022- 32(1), Vol.32 (1). 01-28]. Donia, M., & Tetrault Sirsly, C. (2016). Breakit (2021B). Männen bygger Determinants and consequences of miljardbolag på feminism- kvinnor kammar employee attributions of corporate social hem noll. Available at: responsibility as substantive or symbolic. https://www.breakit.se/artikel/29080/mann European Management Journal, 34(3), en-bygger-miljardbolag-pa-feminism- 232-242. kvinnor-kammar-hem-noll [Accessed 2022-01-28]. Dwivedi, A., & McDonald, R. (2018). Building brand authenticity in fast-moving Bryman, A. & Bell, E. (2013). consumer goods via consumer perceptions Företagsekonomiska forskningsmetoder. 3. of brand marketing communications. uppl., Malmö: Studentlitteratur. European Journal of Marketing, 52(7/8), 1387-1411. Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D. (2012). Brand Authenticity: Eisend, M. (2010). Explaining the joint Towards a Deeper Understanding of Its effect of source credibility and negativity of information in two-sided messages. 20 Psychology & Marketing, 27(11), 1032- discursive making of craft production. 1049. Journal of Marketing Management, 29(7- 8), 882-911. Eriksson, P., & Kovalainen, A. (2008). Qualitative methods in business research. He, A., Cai, Y., Cai, L., & Zhang, Y. London: SAGE. (2021). Conversation, storytelling, or consumer interaction and participation? Fasoli, F., Durante, F., Mari, S., The impact of brand-owned social media Zogmaister, C., & Volpato, C. (2017). content marketing on consumers’ brand Shades of Sexualization: When perceptions and attitudes. Journal of Sexualization Becomes Sexual Research in Interactive Marketing, 15(3), Objectification. Sex Roles, 78(5-6), 338- 419-440. 351. Hughes, D. (2011). This ad’s for you: The Fenger, M., Aschemann-Witzel, J., Hansen, indirect effect of advertising perceptions on F., & Grunert, K. (2015). Delicious words salesperson effort and performance. – Assessing the impact of short storytelling Journal of the Academy of Marketing messages on consumer preferences for Science, 41(1), 1-18. variations of a new processed meat product. Food Quality and Preference, 41, 237-244. Jager, J., Putnick, D., & Bornstein, M. (2017). More than Just Convenient: The Flick, U. (2014). An Introduction to Scientific Merits of Homogeneous Qualitative Research. 5th Edt. Sage Convenience Samples. Monographs of the Publications: London. Society for Research in Child Development, 82(2), 13-30. Gill, R. (2007). Gender and the media. Cambridge: Polity. Khoo-Lattimore, C., Yang, E., & Je, J. (2019). Assessing gender representation in Goldman, R. (1992). Commodity knowledge production: A critical analysis Feminism, Reading ads socially. London: of UNWTO's planned events. Journal of Routledge. S. 130-154. Sustainable Tourism, 27(7), 920-938. Goldman, R., Heath, D., & Smith, S. (1991). Commodity feminism. Critical Kim, H., Hur, W., & Yeo, J. (2015). Studies in Mass Communication, 8(3), 333- Corporate Brand Trust as a Mediator in the 351. Relationship between Consumer Perception of CSR, Corporate Hypocrisy, Guest, G., Bunce, A., & Johnson, L. (2006). and Corporate Reputation. Sustainability How many interviews are enough? An (Basel, Switzerland), 7(4), 3683-3694. experiment with data saturation and variability. Field methods, 18(1), 59-82. Kitchin, T. (2003). Corporate social responsibility: A brand explanation. The Hainneville, V., Guèvremont, A., & Journal of Brand Management, 10(4), 312- Robinot, &. (2022). Femvertising or 326. femwashing? Women's perceptions of authenticity. Journal of Consumer Lima, A., & Casais, B. (2021). Consumer Behaviour, Journal of consumer behaviour, reactions towards femvertising: A 2022-01-03. netnographic study. Corporate Communications, 26(3), 605-621. Hartmann, B., & Ostberg, J. (2013). Authenticating by re-enchantment: The 21 Madrigal, R., & Boush, D. (2008). Social Pope, S., & Wæraas, A. (2016). CSR- responsibility as a unique dimension of Washing is Rare: A Conceptual brand personality and consumers' Framework, Literature Review, and willingness to reward. Psychology & Critique. Journal of Business Ethics, Marketing, 25(6), 538-564. 137(1), 173-193. Mason, M. (2010). Sample size and Repo, J., & Yrjölä, R. (2015). ‘We’re all saturation in PhD studies using qualitative princesses now’: Sex, class, and neoliberal interviews. Forum, Qualitative Social governmentality in the rise of middle-class Research, 11(3), 19-11:3<19. monarchy. European Journal of Cultural Studies, 18(6), 741-760. Maclaran, P. (2015). Feminism's fourth wave: A research agenda for marketing and Sandberg, J. (2000). Understanding Human consumer research. Journal of Marketing Competence at Work: An Interpretative Management, 31(15-16), 1732-1738. Approach. Academy of Management Journal, 43(1), 9-25. McCleary, C. M. (2014). A not-so-beautiful campaign: A feminist analysis of the Dove Sterbenk, Y., Champlin, S., Windels, K., & campaign for real beauty. Honors Thesis Shelton, S. (2021). Is Femvertising the New Projects. University of Tennessee. Greenwashing? Examining Corporate Melin, F. (2008): Varumärkesstrategi. Om Commitment to Gender Equality. Journal of Business Ethics, 177(3), 491-505. konsten att utveckla starka varumärken. (Upplaga 1:4) Kristianstad: Liber AB. Singh, J., De los Salmones Sanchez, M., & Del Bosque, I. (2008). Understanding Molleda, J. (2010). Authenticity and the Corporate Social Responsibility and construct's dimensions in public relations Product Perceptions in Consumer Markets: and communication research. Journal of A Cross-Cultural Evaluation. Journal of Communication Management (London, Business Ethics, 80(3), 597-611. England), 14(3), 223-236. Sodhi, M., & Tang, C. (2019). Research Myambo, T. M. (2020). The spatial politics Opportunities in Supply Chain of chick lit in Africa and Asia: Sidestepping Transparency. Production and Operations Management, 28(12), 2946-2959. tradition and fem-washing global capitalism? Feminist Theory, 21(1), 111- Starks, H., & Trinidad, B. S. (2007). 129. Choose Your Method: A Comparison of Phenomenology, Discourse Analysis, and Patel, R., & Davidson, B. (2019). Grounded Theory. Qualitative Health Forskningsmetodikens grunder: Att Research, 17(10), 1372-1380. planera, genomföra och rapportera en undersökning (5th ed.). Swaen, V., & Vanhamme, J. (2005). The use of corporate social responsibility Pérez, R. M., & Gutiérrez, A. M. (2017). arguments in communication campaigns: "Femvertising": Estrategias de Does source credibility matter? Advances empoderamiento femenino en la publicidad in Consumer Research, 32, 590-591. española. Investigaciones Feministas, 8(2), 337. Thompson, C., Locander, W., & Pollio, H. (1989). Putting Consumer Experience Back into Consumer Research: The Philosophy 22 and Method of Existential- Phenomenology. The Journal of Consumer Research, 16(2), 133-146. Urban Dictionary. (2019) Femwashing. Available at: https://www.urbandictionary.com/define.p hp?term=femwashing [Accessed 2022-01- 25]. Varghese, N., & Kumar, N. (2020). Feminism in advertising: Irony or revolution? A critical review of femvertising. Feminist Media Studies, 1- 19. Wagner, T., Lutz, R., & Weitz, B. (2009). Corporate Hypocrisy: Overcoming the Threat of Inconsistent Corporate Social Responsibility Perceptions. Journal of Marketing, 73(6), 77-91. Yoon, Y., Gürhan-Canli, Z., & Schwarz, N. (2006). The Effect of Corporate Social Responsibility (CSR) Activities on Companies With Bad Reputations. Journal of Consumer Psychology, 16(4), 377-390. Zawisza, M., Luyt, R., Zawadzka, A., & Buczny, J. (2018). Cross-Cultural Sexism and the Effectiveness of Gender (Non)Traditional Advertising: A Comparison of Purchase Intentions in Poland, South Africa, and the United Kingdom. Sex Roles, 79(11/12), 738-751. Åkestam, 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. 23 24