The Exploitation of Women in Marketing Communications: Strategies for Beginner Entrepreneurs in Gender Literacy Social Media Brand
DOI:
https://doi.org/10.36636/dialektika.v8i2.3069Keywords:
Keywords: Exploitation of Women, Social Media, Beginner Entrepreneurs, Brand Awareness., Exploitation of Women, Social Media, Beginner Entrepreneurs, Brand AwarenessAbstract
This study aims to investigate the exploitation of women in marketing communications and new entrepreneurial strategies for building brand awareness through social media that are more sensitive to gender issues. Social media has become an important platform in marketing communications, enabling customer interaction, building brands, and creating brand awareness. However, there is a phenomenon of exploitation of women in marketing strategies on social media that reinforces gender stereotypes and ignores important issues that affect women. This study uses the literature study method by analyzing 63 journal articles to understand better women's exploitation in business communication and the importance of gender-aware entrepreneurial strategies in building brand awareness through social media. In this study, it was found that novice entrepreneurs must adopt strategies that are gender literate in building brand awareness through social media. This strategy involves using inclusive language, eliminating gender stereotypes in content, and promoting gender equality and diversity in business communications. Through the use of social media that is more sensitive to gender issues, a more inclusive, equal, and fair business environment can be created without reinforcing gender stereotypes and discrimination.
Keywords: Exploitation of Women, Social Media, Beginner Entrepreneurs, Brand Awareness.
References
Abell, A., & Biswas, D. (2023). Digital Engagement on Social Media: How Food Image Content Influences Social Media and Influencer Marketing Outcomes. Journal of Interactive Marketing, 58(1), 1–15. https://doi.org/10.1177/10949968221128556
Aditi, B., Silaban, P., & Edward, Y. R. (2023). The effect of social media and word of mouth on buying interest and brand image in creative economic business. International Journal of Data and Network Science, 7(1), 225–234. https://doi.org/10.5267/j.ijdns.2022.11.001
Ali, M., Grabarski, M. K., & Konrad, A. M. (2022). Women in hospitality and tourism: a study of the top-down and bottom-up dynamics. International Journal of Contemporary Hospitality Management, 34(4), 1448–1469. https://doi.org/10.1108/IJCHM-05-2021-0551
Arnaboldi, M., & Diaz Lema, M. L. (2022). Shaping cultural participation through social media. Financial Accountability & Management, 38(2), 299–321. https://doi.org/10.1111/faam.12293
Atkinson, A. M., Meadows, B. R., Emslie, C., Lyons, A., & Sumnall, H. R. (2022). ‘Pretty in Pink’ and ‘Girl Power’: An analysis of the targeting and representation of women in alcohol brand marketing on Facebook and Instagram. International Journal of Drug Policy, 101, 103547. https://doi.org/10.1016/j.drugpo.2021.103547
Ayatakshi-Endow, S., & Steele, J. (2021). Striving for balance: women entrepreneurs in Brazil, their multiple gendered roles and Covid-19. International Journal of Gender and Entrepreneurship, 13(2), 121–141. https://doi.org/10.1108/IJGE-09-2020-0142
Cooper, T., Stavros, C., & Dobele, A. R. (2023). The impact of social media evolution on practitioner-stakeholder relationships in brand management. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-09-2022-4138
de Graaf, M. M. A., Perugia, G., Fosch-Villaronga, E., Lim, A., Broz, F., Short, E. S., & Neerincx, M. (2022). Inclusive HRI: Equity and Diversity in Design, Application, Methods, and Community. 2022 17th ACM/IEEE International Conference on Human-Robot Interaction (HRI), 1247–1249. https://doi.org/10.1109/HRI53351.2022.9889455
de Lenne, O., Vandenbosch, L., Smits, T., & Eggermont, S. (2021). Framing real beauty: A framing approach to the effects of beauty advertisements on body image and advertising effectiveness. Body Image, 37, 255–268. https://doi.org/10.1016/j.bodyim.2021.03.003
Dehdashti, Y., Namin, A., Ratchford, B. T., & Chonko, L. B. (2022). The Unanticipated Dynamics of Promoting Crowdfunding Donation Campaigns on Social Media. Journal of Interactive Marketing, 57(1), 1–17. https://doi.org/10.1177/10949968221074726
Dekker, R., Franco Contreras, J., & Meijer, A. (2020). The Living Lab as a Methodology for Public Administration Research: a Systematic Literature Review of its Applications in the Social Sciences. International Journal of Public Administration, 43(14), 1207–1217. https://doi.org/10.1080/01900692.2019.1668410
Drake, C., & Radford, S. K. (2021). Here is a place for you/know your place: Critiquing “biopedagogy” embedded in images of the female body in fitness advertising. Journal of Consumer Culture, 21(4), 800–826. https://doi.org/10.1177/1469540519876009
Dworkin, J. D., Linn, K. A., Teich, E. G., Zurn, P., Shinohara, R. T., & Bassett, D. S. (2020). The extent and drivers of gender imbalance in neuroscience reference lists. Nature Neuroscience, 23(8), 918–926. https://doi.org/10.1038/s41593-020-0658-y
Eka Putra, A., Agustina Setiyaningsih, L., Setyaningrum, F., & Widayati, S. (2022). The Impact of Social Media Campaign on Green Coffee Image at Instagram @BLACKPASSION.ID. Jurnal Komunikasi Nusantara, 4(1), 89–98. https://doi.org/10.33366/jkn.v4i1.109
Elliott, R., & Elliott, C. (2005). Idealized images of the male body in advertising: a reader‐response exploration. Journal of Marketing Communications, 11(1), 3–19. https://doi.org/10.1080/1352726042000263566
Filice, E., Abeywickrama, K. D., Parry, D. C., & Johnson, C. W. (2022). Sexual violence and abuse in online dating: A scoping review. Aggression and Violent Behavior, 67, 101781. https://doi.org/10.1016/j.avb.2022.101781
Fitriani, H. N., Herdiansyah, M. R., & Sai’dah, N. (2021). Representasi Sensualitas Perempuan dalam Iklan AXE Effect Call Me versi Sauce. Jurnal Audiens, 3(1), 115–124. https://doi.org/10.18196/jas.v3i1.11821
Francis, N., Batagol, B., Salinger, A. P., Meo-Sewabu, L., Bass, A. C., Sudirman, N., Moschonas, D., Taruc, R. R., Syamsul, S., Habsji, H., Tela, A., Vakarewa, I., Prescott, M., Charles, I., Riu, I., Wilson, A., Sawailau, M. J., Malumu, L., & Sinharoy, S. (2023). Key Mechanisms of An Intersectional Gender and Socially Inclusive Community Engagement and Participatory Design Approach in the RISE Program in Makassar, Indonesia and Suva, Fiji. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4376717
Gan, C., & Chen, H.-T. (2023). Sex, race, and femininity: young Chinese females’ responses to lingerie advertising. International Journal of Advertising, 1–20. https://doi.org/10.1080/02650487.2023.2179283
Guthridge, M., Kirkman, M., Penovic, T., & Giummarra, M. J. (2022). Promoting Gender Equality: A Systematic Review of Interventions. Social Justice Research, 35(3), 318–343. https://doi.org/10.1007/s11211-022-00398-z
Himelboim, I., & Golan, G. J. (2023). A Social Network Approach to Social Media Influencers on Instagram: The Strength of Being a Nano-Influencer in Cause Communities. Journal of Interactive Advertising, 23(1), 1–13. https://doi.org/10.1080/15252019.2022.2139653
Hollett, R. C., Morgan, H., Chen, N. T. M., & Gignac, G. E. (2020). Female Characters from Adult-Only Video Games Elicit a Sexually Objectifying Gaze in Both Men and Women. Sex Roles, 83(1–2), 29–42. https://doi.org/10.1007/s11199-019-01096-y
Hudders, L., & De Jans, S. (2022). Gender effects in influencer marketing: an experimental study on the efficacy of endorsements by same- vs. other-gender social media influencers on Instagram. International Journal of Advertising, 41(1), 128–149. https://doi.org/10.1080/02650487.2021.1997455
Ilori, M. O., Ajagunna, I., Oluseyi, P. O., Lawal-Are, A., & Ogundipe, O. T. (2022). Surmounting challenges and breaking barriers: will the cruise liners open up new frontiers in the new global village? Worldwide Hospitality and Tourism Themes, 14(2), 187–192. https://doi.org/10.1108/WHATT-12-2021-0160
Jung, S.-G., Salminen, J., & Jansen, B. J. (2022). Engineers, Aware! Commercial Tools Disagree on Social Media Sentiment: Analyzing the Sentiment Bias of Four Major Tools. Proceedings of the ACM on Human-Computer Interaction, 6(EICS), 1–20. https://doi.org/10.1145/3532203
Kavenagh, M., Hua, N., & Wekerle, C. (2023). Sexual exploitation of children: Barriers for boys in accessing social supports for victimization. Child Abuse & Neglect, 106129. https://doi.org/10.1016/j.chiabu.2023.106129
Kryeziu, L., Coşkun, R., & Krasniqi, B. (2022). Social networks and family firm internationalisation: cases from a transition economy. Review of International Business and Strategy, 32(2), 284–304. https://doi.org/10.1108/RIBS-03-2021-0052
Lata, L. N., Burdon, J., & Reddel, T. (2023). New tech, old exploitation: Gig economy, algorithmic control and migrant labour. Sociology Compass, 17(1). https://doi.org/10.1111/soc4.13028
Leal Filho, W., Kovaleva, M., Tsani, S., Țîrcă, D.-M., Shiel, C., Dinis, M. A. P., Nicolau, M., Sima, M., Fritzen, B., Lange Salvia, A., Minhas, A., Kozlova, V., Doni, F., Spiteri, J., Gupta, T., Wakunuma, K., Sharma, M., Barbir, J., Shulla, K., … Tripathi, S. (2022). Promoting gender equality across the sustainable development goals. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-022-02656-1
Liadeli, G., Sotgiu, F., & Verlegh, P. W. J. (2023). A Meta-Analysis of the Effects of Brands’ Owned Social Media on Social Media Engagement and Sales. Journal of Marketing, 87(3), 406–427. https://doi.org/10.1177/00222429221123250
Lin, X., & Wang, X. (2020). Examining gender differences in people’s information-sharing decisions on social networking sites. International Journal of Information Management, 50, 45–56. https://doi.org/10.1016/j.ijinfomgt.2019.05.004
López Jiménez, D., Dittmar, E. C., & Vargas Portillo, J. P. (2021). Self-regulation of Sexist Digital Advertising: From Ethics to Law. Journal of Business Ethics, 171(4), 709–718. https://doi.org/10.1007/s10551-020-04471-y
Lopez-Nicolas, C., Nikou, S., Molina-Castillo, F.-J., & Bouwman, H. (2020). Gender differences and business model experimentation in European SMEs. Journal of Business & Industrial Marketing, 35(7), 1205–1219. https://doi.org/10.1108/JBIM-05-2019-0194
Lucka, N. S., Caldieraro, F., & Zanini, M. T. (2021). The influence of gender stereotyping and issue advocacy on consumer sentiment. Marketing Intelligence & Planning, 39(6), 777–791. https://doi.org/10.1108/MIP-11-2020-0469
Mamman, A., Agbebi, M., & Branine, M. (2023). It will take a global village to find cures for global pandemics: the Ubuntu perspective. Third World Quarterly, 44(3), 423–441. https://doi.org/10.1080/01436597.2022.2153663
Mathew, V., & Soliman, M. (2021). Does digital content marketing affect tourism consumer behavior? An extension of t echnology acceptance model. Journal of Consumer Behaviour, 20(1), 61–75. https://doi.org/10.1002/cb.1854
Moloney, K., & Mitchell, H. F. (2022). Promoting awareness of unconscious gender bias in the evaluation of harp performance. Music Education Research, 24(5), 588–598. https://doi.org/10.1080/14613808.2022.2138843
Mui, R., Parker, O., & Titus, V. (2022). Merit versus maleness: How strategic positioning can mitigate external gender bias. Business Horizons, 65(4), 427–436. https://doi.org/10.1016/j.bushor.2021.05.003
Noronha, B., Fuchs, A., Zdravkovic, M., & Berger-Estilita, J. (2022). Gender balance in the medical workplace – A snapshot into anesthesia. Trends in Anaesthesia and Critical Care, 43, 4–10. https://doi.org/10.1016/j.tacc.2022.02.004
Olanrewaju, A.-S. T., Hossain, M. A., Whiteside, N., & Mercieca, P. (2020). Social media and entrepreneurship research: A literature review. International Journal of Information Management, 50, 90–110. https://doi.org/10.1016/j.ijinfomgt.2019.05.011
Oliveira, M., & Fernandes, T. (2022). Luxury brands and social media: drivers and outcomes of consumer engagement on Instagram. Journal of Strategic Marketing, 30(4), 389–407. https://doi.org/10.1080/0965254X.2020.1777459
Olsson, A. K., & Bernhard, I. (2021). Keeping up the pace of digitalization in small businesses–Women entrepreneurs’ knowledge and use of social media. International Journal of Entrepreneurial Behavior & Research, 27(2), 378–396. https://doi.org/10.1108/IJEBR-10-2019-0615
Pramesthi, H. K. , & Prasetyo, B. D. (2023). Pengaruh Terpaan Iklan Televisi Terhadap Brand Awarenes. Jurnal Ilmu Komunikasi UHO: Jurnal Penelitian Kajian Ilmu Komunikasi Dan Informasi, 8(1), 80–95.
Qiao, F., & Wang, Y. (2022). The myths of beauty, age, and marriage: femvertising by masstige cosmetic brands in the Chinese market. Social Semiotics, 32(1), 35–57. https://doi.org/10.1080/10350330.2019.1682279
Ramos, A., Latorre, F., Tomás, I., & Ramos, J. (2022). TOP WOMAN: Identifying barriers to women’s access to management. European Management Journal, 40(1), 45–55. https://doi.org/10.1016/j.emj.2021.06.005
Reis, J., Santo, P. E., & Melao, N. (2019). Impacts of Artificial Intelligence on Public Administration: A Systematic Literature Review. 2019 14th Iberian Conference on Information Systems and Technologies (CISTI), 1–7. https://doi.org/10.23919/CISTI.2019.8760893
Rezaei-Moghaddam, K., Badzaban, F., & Fatemi, M. (2023). Entrepreneurial resilience of small and medium-sized businesses among rural women in Iran. The Journal of Agricultural Education and Extension, 29(1), 75–98. https://doi.org/10.1080/1389224X.2021.1985539
Salmen, A., & Dhont, K. (2023). Animalizing women and feminizing (vegan) men: The psychological intersections of sexism, speciesism, meat, and masculinity. Social and Personality Psychology Compass, 17(2). https://doi.org/10.1111/spc3.12717
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Shabangu, N. N., Rossouw, S., & Smith, C. G. (2022). Female gender representation in selected South African magazines. Reading & Writing, 13(1). https://doi.org/10.4102/rw.v13i1.385
Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, 39(2), 541–565. https://doi.org/10.1016/j.ijresmar.2021.09.005
Shapiro, M., Rivera-Beckstrom, M., Ingols, C., Blake-Beard, S., Gao, L., O’Neill, R., & VanDam, E. (2022). What’s Power Got to Do with It? Seeking Gender-Equity in Organizations through Male Ally Initiatives. Advancing Women in Leadership Journal, 41(1), 1–12. https://doi.org/10.21423/awlj-v41.a346
Sheth, J. N. (2020). Borderless Media: Rethinking International Marketing. Journal of International Marketing, 28(1), 3–12. https://doi.org/10.1177/1069031X19897044
Shoenberger, H., Kim, E. (Anna), & Johnson, E. K. (2020). #BeingReal about Instagram Ad Models: The Effects of Perceived Authenticity. Journal of Advertising Research, 60(2), 197–207. https://doi.org/10.2501/JAR-2019-035
Siddegowda, S., Sharma, M. K., Satyanarayan, V. H., & Thakur, P. C. (2023). Making the body public: Implications of the new standards of body-image. International Journal of Social Psychiatry, 69(3), 799–802. https://doi.org/10.1177/00207640221109163
Smith, P. H., & Bamberger, E. T. (2021). Gender Inclusivity is Not Gender Neutrality. Journal of Human Lactation, 37(3), 441–443. https://doi.org/10.1177/08903344211023358
Tong, J., Shi, L., Liu, L., Panneerselvam, J., & Han, Z. (2022). A novel influence maximization algorithm for a competitive environment based on social media data analytics. Big Data Mining and Analytics, 5(2), 130–139. https://doi.org/10.26599/BDMA.2021.9020024
Tordoff, D. M., Haley, S. G., Shook, A., Kantor, A., Crouch, J. M., & Ahrens, K. (2021). “Talk about Bodies”: Recommendations for Using Transgender-Inclusive Language in Sex Education Curricula. Sex Roles, 84(3–4), 152–165. https://doi.org/10.1007/s11199-020-01160-y
Varghese, N., & Kumar, N. (2022). Feminism in advertising: Irony or revolution? A critical review of femvertising. Feminist Media Studies, 22(2), 441–459. https://doi.org/10.1080/14680777.2020.1825510
Wang, H., Xiong, W., Wu, G., & Zhu, D. (2018). Public–private partnership in Public Administration discipline: a literature review. Public Management Review, 20(2), 293–316. https://doi.org/10.1080/14719037.2017.1313445
Widayati, S., Fahmi, M. H., Setiyaningsih, L. A., & Wibowo, A. P. (2021). Digital Community Development: Media Pelestarian Kearifan Lokal Wisata Jurang Toleh Kabupaten Malang. Jurnal Nomosleca, 7(1). https://doi.org/10.26905/nomosleca.v7i1.5490
Widuri, A. F., & Dewi, C. K. (2023). Strategi Promosi Melalui Media Sosial Pada Myrubylicious Fashion Store. Dialektika : Jurnal Ekonomi Dan Ilmu Sosial, 8(1), 112–121. https://doi.org/10.36636/dialektika.v8i1.2178
Zhao, Y., Lee, J., & Ellenwood, C. (2021). The Persistent Influence of Gender Stereotypes in Social Entrepreneurial Financing. Journal of Social Entrepreneurship, 1–22. https://doi.org/10.1080/19420676.2021.2004206
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Lian Agustina Setiyaningsih, Priyo Dari Molyo, Sulfani Sulfani
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
