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Este Trabajo de Fin de Grado muestra un análisis de contenidos de las publicaciones realizadas en Instagram con motivo del Día Internacional de la Mujer por parte de cuatro empresas seleccionadas, Fútbol Club Barcelona, Iberdrola, Uber y el Colegio Mayor Elías Ahúja de Madrid, durante los diez días previos y los diez días posteriores al 8 de marzo de 2023. El análisis de estos contenidos tiene como objeto identificar cuáles son las características del marketing empleado por las empresas que anteriormente se han visto involucradas en casos de violencia de género. En este caso, se estudia si nos podemos referir al uso del purplewashing o el femvertising y, de manera análoga se presenta una observación sobre cómo las mujeres perciben estas publicaciones conociendo el contexto anterior de dichas empresas., This research shows a content analysis of the posts made on Instagram for the International Women’s Day by four selected companies, Fútbol Club Barcelona, Iberdrola, Uber and Colegio Mayor Elías Ahúja de Madrid, during the ten days before and the ten days after March 8, 2023. The analysis of these contents aims to identify which are the characteristics of the marketing used by companies that have been previously involved in cases of gender-based violence. In this case, we study if we can talk about the use of purplewashing or femvertising and, in a similar way, we make an observation about how women perceive these posts knowing the previous context of these companies.

In recent years, femvertising has become a new issue of interest for companies, specifically in areas targeting women. Indeed, some companies in the cosmetics industry, such as Dove - a pioneer in the field - have been addressing the representation of women in advertising by tackling issues of equality, inclusiveness, and self-acceptance. Defined as female empowerment advertising, femvertising remains an issue that has been little studied in the literature. While some studies conclude that such a strategy is effective on the corporate side, we want to study this issue from a consumer perspective. Since this new marketing strategy is part of the 4th wave of feminism – which stands out from the other waves with a strong online orientation – the prism of social media constitutes the field of study of this thesis, and more specifically Instagram, a social network where the image concern rules. Generation Y, considered as digital natives, being particularly present on these social networks and relatively aware of global issues, we thus focus our research on these people aged between 21 and 41 years old. In order to shed light on this recent topic, we aim to investigate the attitude of Generation Y toward femvertising in the cosmetics industry. Through this thesis, we try to develop a deeper understanding of if and how the feminist stance of cosmetic brands in their online marketing affects the behaviour of consumers from Generation Y. Besides, this study intends to investigate if, among millennials, there are differences in perception and attitudes towards femvertising according to the cause commitment and activist knowledge of consumers. For this purpose, we developed three research questions that allowed us to study this attitude from exposure to this specific type of advertising, to catch millennials'perception and the way this type of ad affects them, up to their purchase intention. To gather the necessary insights for this research project, a qualitative study throu