Consumer reactions to the use of sex appeals in influencer vs brand social media marketing

The use of sex appeals is a contentious marketing tactic. Gender equality discourses are reshaping how consumers respond to sex appeals, particularly on social media. At first glance, content source appears to play an important role in determining responses – with influencer sex appeals fostering positivity, while brand sex appeals tend to trigger backlash. This study employs an exploratory qualitative approach to develop a nuanced understanding of how consumers respond to influencer use of sex appeals (when promoting a brand), compared to brand use of sex appeals (when promoting itself). The findings reveal that influencer use of sex appeals elicits positive responses, underpinned by parasocial relationships. These are seen as personal, authentic, and empowering, improving engagement with influencers and the brands they promote. Conversely, brand use of sex appeals typically evokes negative consumer responses toward brands and featured models. These are seen as commercially motivated, objectifying, and exploitative, often leading to calls for boycott. These findings offer a novel perspective of how content source, gender equality discourses, and parasocial relationships influence consumer responses to the use of sex appeals as a social media marketing tactic. Implications for consumers, marketers, brands, policymakers, and society are discussed.