Femluencing: integration of femvertising and influencer marketing on social media

Abstract

The multifold increase in influencer marketing has sparked debates about the mechanism of influencer marketing on social media. Although the research on influencer marketing is escalating, its integration with other forms of advertising to facilitate positive outcomes is unexplored. This article introduces the new research concept of femluencing, which is influencer marketing coupled with femvertising. This article attempts to integrate influencing with femvertising and provides an outline of femluencing by integrating the aspects of femvertising and influencer marketing. In addition to laying the foundation of femluencing, 25 social media influencers (SMIs) were interviewed to identify their perceptions about utilizing femluencing. The study develops a model from the past literature and responses from our interviews with SMIs.