Abstract

A multi-method approach was employed to investigate the effects and prevalence of sexual appeals in social media. First, a content analysis examined the presence of graphic sexual appeals in posts for the most followed fashion brands on Instagram, and the extent to which the number of likes and comments on these posts were related to the graphic nature of the appeal. Second, a set of experiments utilizing national consumer panels examined how consumer evaluations of graphic sexual ads on social media differ from those of non-sexual ads, and to what extent the evaluations are influenced by sexual self-schema (SSS) and respondent country (US vs Korea). The results indicate that the use of sexual appeal is primarily limited to sexually positioned brands, but graphic sexual appeals can increase the number of likes and comments on their branded SNS contents. Moreover, while consumers are somewhat reluctant to click “like” and “share” the sexual SNS contents, their intentions to like and share can be positively enhanced by their SSS level and cultural orientation of individualism.

摘要

采用多种方法来调查社交媒体中性吸引力的影响和流行程度。首先，一项内容分析检查了 Instagram 上最受关注的时尚品牌的帖子中是否存在图形性吸引力，以及这些帖子的点赞和评论数量与吸引力的图形性质的相关程度。其次，利用国家消费者小组进行的一组实验检查了消费者对社交媒体上图形性广告的评价与非性广告的评价有何不同，以及评价在多大程度上受到性自我图式 (SSS) 和受访者国家的影响。美国对韩国）。结果表明，性吸引力的使用主要限于具有性定位的品牌，但图形化的性感可以增加对其品牌 SNS 内容的点赞和评论数量。此外，虽然消费者对性 SNS 内容的点赞和分享有些不情愿，但他们的点赞和分享意愿可以通过他们的 SSS 水平和个人主义的文化取向得到积极增强。