The clout of positive electronic word-of-mouth in traversing feminist advertising and purchase intention in a new-fangled era

Purpose This study aims to examine how consumer perceptions of femvertising, or advertising that promotes gender equality and women’s empowerment, affect consumers’ intentions to make purchases. In addition, it examines how favourable opinions towards femvertising and consumers’ purchase intentions are strengthened by positive electronic word of mouth (eWOM). Design/methodology/approach To understand the effectiveness of femvertising on purchase intention, the study collected survey responses from Indian respondents in a sociocultural context shaped by both deeply ingrained patriarchal traditions and emerging progressive mindsets. To analyse the data and investigate the relationships among attitudes towards femvertising, eWOM and purchase intention, structural equation modelling was used. Findings Positive attitudes towards femvertising significantly impact purchase intentions. Moreover, positive electronic word-of-mouth plays a mediating role in this relationship, suggesting that consumers who identify with feminist advertising are more likely to spread positive messages, which, in turn, affect their purchasing behaviour. Practical implications Empirical evidence suggests that genuine, authentic feminist communication, aligned with a brand’s corporate image, can complement consumer interest, trust and influence, thereby enhancing the effectiveness of gender-sensitive advertising. When brands incorporate feminist ideologies into their messaging in a productive way, they can establish long-term relationships with socially responsible consumers and, over time, build loyalty. Originality/value This present work contributes to the interdisciplinary discourse on gender studies and marketing by theorising femvertising as a marketing strategy through an empirical-based study. Brands aim to incorporate these socially conscious elements into their advertising strategies.