A femvertising campaign always #LikeAGirl: video responses and audience interactions on YouTube.
Research into the effects of femvertising on individuals and society is needed and the purpose of this study was to gauge the nature of the campaign 'Always #LikeAGirl', one of the most successful brand activism femvertising campaigns utilizing social media in recent times. Additionally, the study s...
| Publicado en: | Journal of Gender Studies Vol. 32; no. 5; pp. 415 - 427 |
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| Autores principales: | , |
| Formato: | Artículo |
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Taylor & Francis Ltd
Jul2023
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=164198951&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 164198951 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 09589236 JGS jtl: Journal of Gender Studies issn: 09589236 maglogo: N pubinfo: dt: Jul2023 vid: 32 iid: 5 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 164198951 10.1080/09589236.2021.2012135 ppf: 415 ppct: 12 formats: fmt: – @attributes: type: T db: hlh ui: 164198951 – @attributes: type: P db: hlh ui: 164198951 tig: atl: A femvertising campaign always #LikeAGirl: video responses and audience interactions on YouTube. aug: au: Yoon, Hye Jin Lee, Mina affil: Department of Advertising and Public Relations, University of Georgia, Athens, GA, USA School of Communication, Kookmin University, Seoul, Korea su: YouTube (Web resource) Women's empowerment Content analysis Feminism Social media Branding (Marketing) sug: subj: Women's empowerment Content analysis Feminism Social media Branding (Marketing) YouTube (Web resource) keyword: brand activism campaigns Femvertising campaigns gender portrayal viral campaigns brand activism campaigns Femvertising campaigns gender portrayal viral campaigns ab: Research into the effects of femvertising on individuals and society is needed and the purpose of this study was to gauge the nature of the campaign 'Always #LikeAGirl', one of the most successful brand activism femvertising campaigns utilizing social media in recent times. Additionally, the study sought to assess the reactions the campaign elicited by examining the content of related videos that spread across YouTube. Through content analysis of 343 YouTube videos related to #LikeAGirl, this study observed the source and content of videos through features, such as tone, call-to-action, actor characteristics, settings, and activities, and the relationship between content and viewer response (number of views, comments, likes, and dislikes). The results indicate that the femvertising campaign spurred positive consumer discourse on the topic and inspired user generated content that supported the cause. Implications of such brand activism femvertising campaigns are discussed. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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