Assessing the Predictive Influences of Symbols in Femvertising on Consumption Behavior

Femvertising has been a novel strategy of brand communication in recent years, while few studies have efforts on its functions on consumption behavior. This study contributes to the functions of femvertising symbols by exploring the relation with self-concept and group identity. Findings indicate that symbols in femvertising serve to reinforce self-concept consistency, substantiate social identity, and convey group cohesion, which leads to positive effects on female consumer behavior, while it may ignite skepticism and suspicion among emerging adults aged 18 to 20s. Obstacles for brands during the process of femvertising symbols marketing are labeling in text expression and cultural differences among consumer groups. This article hopes to provide insights that brands can appropriate femvertising positively according to the idea of self-concept of females. Additionally, to build genuine connections to consumers’ concepts, both brands and the global market are expected to portray women in a diverse and non-stereotypical roles, and use inclusive language with universal respect.