KOREASCHOLAR

SEXUAL APPEAL OF PLUS-SIZE MODEL: ITS EFFECTS AND CONSUMER REACTIONS IN SOCIAL MEDIA

Hojoon Choi, Temple Northup, Yang Feng
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422316
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.367
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study analyzed the presence and effect of sexual appeal of plus-size models using Victoria's Secret's Instagram content. A content analysis using roBERTa deep-learning model found that, plus-size models’ sexual appeals increased number of likes and comments, but explicit sexual appeals resulted in less positive sentiments than thin models’.

Keyword
Sexual appealPlus-sizeroBERTaSentimentsInstagram
Author
  • Hojoon Choi(University of Houston, USA)
  • Temple Northup(San Diego State University, USA)
  • Yang Feng(University of Florida, USA)