International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 2
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Reframing Femvertising in the Digital Age: A Conceptual Framework for Empowerment, Engagement and Ethical Tensions

Author(s) Ms. Shweta Shweta, Prof. Dr. Ashish Mathur
Country India
Abstract Social media platforms are one of the most rapidly expanding areas of the advertising, with brands using digital platforms to convey values, becoming more and more active in reaching consumers and reacting to social demands. This quick move to digital has made femvertising a popular way to advertise. "Femvertising" can be defined as advertising practices that focus on the issue of women's empowerment, challenge the traditional roles of women, and aim to introduce more inclusive and progressive images of women. During the digital era, brands have learned to not only use femvertising as a communication strategy but also as a tactic to match consumer demand for ethical, socially responsible and value-driven messages. The main aim of this conceptual review paper is to discuss how digital technology and social media have reshaped the practice of femvertising in the modern context of advertising. The study conducts a synthesis of the existing research based on the four major dimensions of digital femvertising. Along with these enabling aspects, the research offers a critical analysis of the ethical difficulties that come up with digital femvertising. The study plays an important role in the body of literature because it presents a synthesized conceptual framework of digital femvertising studies and gives recommendations on how future academic research and ethical advertising practice should be carried out.
Keywords Femvertising, Digital Femvertising, Femluencing, Social Media Marketing, Women Empowerment
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-03-15
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.71427
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