Abstract
Assessing the Impact of Gay Specific Advertisements in Mainstream Media
Proceedings of the 2013 Conference of the Australian and New Zealand Marketing Academy
Australian and New Zealand Marketing Academy Conference 2013 (Adelaide, Australia, 01-Dec-2013–04-Dec-2013)
2013
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.
Details
- Title
- Assessing the Impact of Gay Specific Advertisements in Mainstream Media
- Authors
- Kelly Choong (Author) - University of the Sunshine Coast - Faculty of Arts and BusinessJudy Drennan (Author) - Queensland University of Technology
- Contributors
- Rod Brodie (Editor)
- Publication details
- Proceedings of the 2013 Conference of the Australian and New Zealand Marketing Academy
- Conference details
- Australian and New Zealand Marketing Academy Conference 2013 (Adelaide, Australia, 01-Dec-2013–04-Dec-2013)
- Publisher
- Australian and New Zealand Academy of Management (ANZAM)
- Date published
- 2013
- ISBN
- 9780646563305
- Organisation Unit
- University of the Sunshine Coast, Queensland; School of Creative Industries - Legacy
- Language
- English
- Record Identifier
- 99449818902621
- Output Type
- Abstract
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624 Record Views