Assessing the Impact of Gay Specific Advertisements in Mainstream Media

Abstract

Companies that openly target the gay consumer market can alienate their more conservative consumers. As this is a problematic issue for marketers, this paper examines a specific incident that resulted in a furore on an online newspaper forum. Employing thematic analysis, this study analysed a total of 215 comments and inductively coded the data. Findings suggest that key factors affecting consumer disaffection with marketing communication to gays were religion, values, attitudes, beliefs and emotions. The paper concludes with suggestions for future research and target marketing implications

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