Tweeting about female empowerment: How corporate brands communicate femvertising on X (formerly Twitter)

The increasing visibility of female empowerment marketing messages and the growing awareness of gender equality and diversity among consumers have highlighted the relevance of femvertising communication. However, there is a lack of research on the status of femvertising communication on social media and its success factors. To address this gap in the literature, this paper conducts a quantitative content analysis of 40,528 tweets from 43 corporate brands across 15 industries on Twitter (subsequently rebranded to ‘X’). The results show that femvertising communication is present across almost all brands and industries. While the financial services and consumer goods industries are the most likely to engage in femvertising, the logistics, automotive and beverage industries are less likely to do so. Overall, brands mainly communicate the femvertising dimensions of knowledge and agency. In addition, they primarily implement an information strategy to communicate femvertising, which is also shown to be more successful in generating social media engagement than the involvement communication strategy.