000161839 001__ 161839
000161839 005__ 20251017144555.0
000161839 0247_ $$2doi$$a10.1111/ijcs.70086
000161839 0248_ $$2sideral$$a144501
000161839 037__ $$aART-2025-144501
000161839 041__ $$aeng
000161839 100__ $$0(orcid)0000-0003-4038-1840$$aBravo, Rafael$$uUniversidad de Zaragoza
000161839 245__ $$aEngagement with brand posts on International Women's Day: an empirical analysis of differences in gender and authenticity
000161839 260__ $$c2025
000161839 5060_ $$aAccess copy available to the general public$$fUnrestricted
000161839 5203_ $$aABSTRACTDespite the rising interest shown in feminist issues in the last decade, brand management research has focused less on feminism than on other social causes. This study analyses the participation of the 100 most valuable brands on Twitter/X in International Women's Day (IWD) from 2014 to 2023. Grounded in theories of social identification, brand gender congruence, and authenticity, we hypothesise variations in brand engagement based on consumer gender, brand type, and message type. Panel data analysis revealed that women engage more actively than men in terms of likes, retweets, and comments, particularly with brands that target them. Contrary to expectations, “authentic” posts received fewer likes and retweets than did “non‐authentic”, suggesting that IWD is perceived more as a moment to celebrate and share than a time to discuss real actions or commitment to feminist causes. These findings highlight the need to consider additional factors to understand brand engagement with feminist causes.
000161839 536__ $$9info:eu-repo/grantAgreement/ES/DGA/S54-23R-GENERES Group
000161839 540__ $$9info:eu-repo/semantics/embargoedAccess$$aAll rights reserved$$uhttp://www.europeana.eu/rights/rr-f/
000161839 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000161839 700__ $$0(orcid)0000-0002-3422-4542$$aPina, José M.$$uUniversidad de Zaragoza
000161839 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000161839 773__ $$g49, 4 (2025), e70086 [14 pp.]$$pInt. j. consum. stud.$$tINTERNATIONAL JOURNAL OF CONSUMER STUDIES$$x1470-6423
000161839 8564_ $$s563101$$uhttps://zaguan.unizar.es/record/161839/files/texto_completo.pdf$$yPostprint$$zinfo:eu-repo/date/embargoEnd/2027-06-19
000161839 8564_ $$s1206234$$uhttps://zaguan.unizar.es/record/161839/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint$$zinfo:eu-repo/date/embargoEnd/2027-06-19
000161839 909CO $$ooai:zaguan.unizar.es:161839$$particulos$$pdriver
000161839 951__ $$a2025-10-17-14:12:46
000161839 980__ $$aARTICLE