Social and technological drivers in transformative advertising: Exploring individual and collective impacts of femvertising campaigns

This research examined how an ad campaign invoking sustainability and femvertising, and utilizing celebrity endorsements, played out on the social media platform X (Twitter) through user generated comments. Utilizing a hierarchical Bayes model on a database of over 100,000 posts, the study scrutinized viewer feedback to the “Prada Paradoxe” campaign with Emma Watson to understand the positive and negative consumer resonances with the campaign. We explored a conceptual model for the impact of both technological and social factors on viewer engagement and sentiment. Results revealed that smartphones play a subtle role, with brand name systems like iOS being connected to users expressing more positive emotions. Perversely, the number of followers of a user was connected to negative sentiment. Overall our goal was to provide insights beneficial for international marketers aiming to shape genuine connections and resonate authentically with global audiences.