A Femvertising Campaign Always #LikeAGirl: Video Responses and Audience Interactions on YouTube
A Femvertising Campaign Always #LikeAGirl: Video Responses and Audience Interactions on YouTube
Abstract: 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.
Related Research
-
Ugly SweaterLauren Musgrove’s directorial debut feature film “Ugly Sweater” had its World Premiere at the Boston International Film Festival on April 13th where it won the Indie Spirit “Special Recognition” Award. The film […]
-
The Power of Clusters – Using Network Analysis and Computational Methods to Understand Social Media ConversationsItai Himelboim. (June 2024). “The Power of Clusters – Using Network Analysis and Computational Methods to Understand Social Media Conversations,” presentation at School of Electronic Engineering and Computer Science of the Queen […]