Mapping Femvertising Research: A PRISMA Driven Systematic Review of Literature

Abstract

The study seeks to carry out an extensive literature review centered around the concept of femvertising, which advocates for advertising that empowers women. The study aims to gather and integrate insights on femvertised advertising through comprehensive analysis of a wide range of studies, following PRISMA guidelines. This study investigates into significant factors that have been extensively examined in academic literature and brings attention to the areas that have been neglected, potentially enhancing our overall understanding of femvertising. In total, the study incorporated 28 studies following a thorough examination of the literature. The study found that the majority of previous research has primarily focused on the concept of authenticity in relation to femvertising and the agentic empowerment of women. Nevertheless, it is important to note certain crucial factors that warrant further investigation. Later, practical implications of the study are discussed.