Date: 2022-06-01Level: Master Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Enkhluun Enkhmandakh (93/02/20) Vanda Vlajkovic (94/09/16) Title: The Impact of FemvertisingSupervisor: Stylianos PapaioannouKeywords: Femvertising, CSR, equal rights, women empowerment, #LikeAGirl Research question: How has femvertising impacted corporate social responsibility? Purpose: The aim of the study is to describe and define the changes in P&G’sCSR strategy after their subsidiary’s successful #LikeAGirlfemvertising campaign. Further, explain the phenomenon of howf emvertising influenced the internal and external CSR activities of theircorporation. Method: The study was conducted through qualitative analysis on an abductiveapproach. The data has been collected based on literature reviews andtwo semi-structured interviews of one corporation that works towardscreating a global change in the world. Conclusion: The study has shown that the femvertising campaign #LikeAGirlsignificantly impacted P&G’s internal and external CSR activities.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-58399 |
| Date | January 2021 |
| Creators | Vlajkovic, Vanda, Enkhmandakh, Enkhluun |
| Publisher | Mälardalens universitet, Akademin för ekonomi, samhälle och teknik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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