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Is gay advertising out of the closet? A look into how explicit and implicit marketing is perceived by consumers.

Owusu, Kevin LU and Mathenge, Terry LU (2017) BUSN39 20171
Department of Business Administration
Abstract
Research Purpose: This study aims to provide insight into the consumer perceptions of explicit marketing towards LGBT consumers. Furthermore, it examines the current status of implicit gay marketing
Methodology: Triangulation was adopted combining both content analysis and netnography to qualitatively analyse consumer perceptions from three different perspectives. Content analysis was conducted from two mediums. Firstly, consumers’ reactions from Burger King’s and Absolut’s LGBT-related marketing campaigns. Secondly, additional information was collected from marketing news magazine Advertising Age. This data was triangulated with netnography from the online community Reddit to further understand why and how consumers perceive explicit... (More)
Research Purpose: This study aims to provide insight into the consumer perceptions of explicit marketing towards LGBT consumers. Furthermore, it examines the current status of implicit gay marketing
Methodology: Triangulation was adopted combining both content analysis and netnography to qualitatively analyse consumer perceptions from three different perspectives. Content analysis was conducted from two mediums. Firstly, consumers’ reactions from Burger King’s and Absolut’s LGBT-related marketing campaigns. Secondly, additional information was collected from marketing news magazine Advertising Age. This data was triangulated with netnography from the online community Reddit to further understand why and how consumers perceive explicit marketing.
Theoretical perspective: The main theories that the study is based on are gay window advertising, target marketing and the self and social identity concept.
Empirical data: The empirical data consists of user comments taken from social media channels , online forums and marketing information taken from practitioner journals.
Conclusions: People’s perceptions of explicit marketing towards LGBT consumers depends on various factors such as education and age but also on the advertising company's overall involvement with the LGBT community. This study presents a set of recommendations targeted at people interested in LGBT-related marketing from both academia and practice. Moreover, the study exposes implicit gay marketing as outdated. (Less)
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author
Owusu, Kevin LU and Mathenge, Terry LU
supervisor
organization
course
BUSN39 20171
year
type
H1 - Master's Degree (One Year)
subject
keywords
gay, LGBT, lesbian, -marketing, explicit, implicit, content analysis, netnography
language
English
id
8918587
date added to LUP
2017-06-27 17:12:37
date last changed
2017-11-23 09:29:35
@misc{8918587,
  abstract     = {Research Purpose: This study aims to provide insight into the consumer perceptions of explicit marketing towards LGBT consumers. Furthermore, it examines the current status of implicit gay marketing
Methodology: Triangulation was adopted combining both content analysis and netnography to qualitatively analyse consumer perceptions from three different perspectives. Content analysis was conducted from two mediums. Firstly, consumers’ reactions from Burger King’s and Absolut’s LGBT-related marketing campaigns. Secondly, additional information was collected from marketing news magazine Advertising Age. This data was triangulated with netnography from the online community Reddit to further understand why and how consumers perceive explicit marketing.
Theoretical perspective: The main theories that the study is based on are gay window advertising, target marketing and the self and social identity concept.
Empirical data: The empirical data consists of user comments taken from social media channels , online forums and marketing information taken from practitioner journals.
Conclusions: People’s perceptions of explicit marketing towards LGBT consumers depends on various factors such as education and age but also on the advertising company's overall involvement with the LGBT community. This study presents a set of recommendations targeted at people interested in LGBT-related marketing from both academia and practice. Moreover, the study exposes implicit gay marketing as outdated.},
  author       = {Owusu, Kevin and Mathenge, Terry},
  keyword      = {gay,LGBT,lesbian,-marketing,explicit,implicit,content analysis,netnography},
  language     = {eng},
  note         = {Student Paper},
  title        = {Is gay advertising out of the closet? A look into how explicit and implicit marketing is perceived by consumers.},
  year         = {2017},
}