KOREASCHOLAR

SEXUAL AD APPEALS IN SOCIAL MEDIA: EFFECTS AND INFLUENCES OF CULTURAL DIFFERENCE AND SEXUAL SELF-SCHEMA

Hojoon Choi, Kyunga Yoo, Tom Reichert, Temple Northup
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400648
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
p.43
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Employing national consumer panels in the US and Korea (N = 767), this research examined how consumer evaluations of graphic sexual ads on social media differ from those of non-sexual ads, and to what extent such evaluations are influenced by different cultural backgrounds (Individualism vs. Confucianism) and sexual self-schema (SSS) levels.

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Author
  • Hojoon Choi(University of Houston, US)
  • Kyunga Yoo(KT Corporation, Republic of Korea)
  • Tom Reichert(University of South Carolina, US)
  • Temple Northup(San Diego State University, US)