The Impact of Femfluencing on Brand Image and Purchase Intentions
(A2025-126432)

AUTHORS

Belem Barbosa, Faculdade de Economia da Universidade do Porto VAT PT 501413197; Maria Spínola, University of Porto

ABSTRACT

Femluencing, a combination of femvertising and influencer marketing is growing in popularity among practitioners. However, research remains scarce. This article analyses impacts of femluencing on consumers. It uses two datasets: consumers exposed to femluencing (n = 167; test group) and those exposed to femvertising, i.e., a similar ad by the brand (n = 162; control group). Three complementary studies were conducted. Study 1, an experiment, compared femluencing (test group) to femvertising (control group), finding femluencing more effective in terms of attitude toward the ad, brand image, brand attitude, and purchase intention. Study 2 confirmed that, in femluencing campaigns, attitude toward the ad positively impacts both purchase intention and brand image, while brand image influences brand attitude, which drives purchase intentions. Study 3, a multigroup analysis, found that the impact of brand image on brand attitude and of brand attitude on purchase intention is stronger in femvertising than in femluencing.