Facebook Questionnaire

Luxury Fashion Brands and Consumers: Women are more sexualized by consumers than brands on Instagram

“…This is true as sexual objectification theory predicts a positive link between social media use and sexualized self-disclosure (Subrahmanyam and Smahel, 2011;Taylor, Peplau, and Sears, 2003). In the case of Instagram, the more embedded the consumer is on this platform, the more likely they objectifies themselves (Cohen, Newton-John, and Slater, 2017;Meier and Gray, 2014;Park and Lee, 2017), even more so than the luxury fashion brands. In fact, our finding suggested that luxury brands showed significantly less sexually suggestive poses (17%) on Instagram than the consumers (32%).…”

“…Mu and Lennon (2018) examined sports brands' post, they found that over one-third of Instagram posts used sexualizing characteristics in clothing and objectifying images of women. Therefore, the more consumers, female-male, use Instagram, the more likely they are going to perceive natural women as sexual objects (Cohen, Newton-John, and Slater, 2017;Meier and Gray, 2014;Park and Lee, 2017). In this sense, women are pushed to self-disclose more sexualized self through this interactive force of selfobjectification and social media encouragement (Subrahmanyam and Smahel, 2011;Taylor, Peplau, and Sears, 2003).…”