Queer Marketing, Who is it Really For?: Identifying a Strategy for Authentic Approaches to LGBTQ+ Branded Messages
Document Type
Book Chapter
Publication Date
2022
Digital Object Identifier (DOI)
https://doi.org/10.4324/9781003196457-9
Abstract
Niche marketing to the LGBTQ+ community is popular in branded content and media marketing, but many corporations still operate in ways that disconnect rather than increase connection to this group. Social media engagement has created new avenues for interaction between corporations and LGBTQ+ customers and allies. This study sought to understand audience perception of gay-themed messages from brands with varying degrees of authenticity by examining how projected brand values align with actual brand practices as it concerns LGBTQ+ advocacy and protective workplace policies.
Was this content written or created while at USF?
Yes
Citation / Publisher Attribution
Queer Marketing, Who is it Really For?: Identifying a Strategy for Authentic Approaches to LGBTQ+ Branded Messages, in P. Pain (Ed.), LGBTQ Digital Cultures: A Global Perspective, Routledge, p. 116-129
Scholar Commons Citation
Parsons, Becky and Perreault, Mildred F., "Queer Marketing, Who is it Really For?: Identifying a Strategy for Authentic Approaches to LGBTQ+ Branded Messages" (2022). School of Advertising & Mass Communications Faculty Publications. 69.
https://digitalcommons.usf.edu/com_facpub/69
