161839 20251017144555.0 doi 10.1111/ijcs.70086 sideral 144501 ART-2025-144501 eng Bravo, Rafael Universidad de Zaragoza (orcid)0000-0003-4038-1840 Engagement with brand posts on International Women's Day: an empirical analysis of differences in gender and authenticity 2025 Access copy available to the general public Unrestricted ABSTRACTDespite 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. info:eu-repo/grantAgreement/ES/DGA/S54-23R-GENERES Group info:eu-repo/semantics/embargoedAccess All rights reserved http://www.europeana.eu/rights/rr-f/ info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Pina, José M. Universidad de Zaragoza (orcid)0000-0002-3422-4542 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 49, 4 (2025), e70086 [14 pp.] Int. j. consum. stud. INTERNATIONAL JOURNAL OF CONSUMER STUDIES 1470-6423 563101 http://zaguan.unizar.es/record/161839/files/texto_completo.pdf Postprint info:eu-repo/date/embargoEnd/2027-06-19 1206234 http://zaguan.unizar.es/record/161839/files/texto_completo.jpg?subformat=icon icon Postprint info:eu-repo/date/embargoEnd/2027-06-19 oai:zaguan.unizar.es:161839 articulos driver 2025-10-17-14:12:46 ARTICLE