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’.

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.