CONSUMER PERCEPTIONS AND REACTIONS TO GLOBALIZED BODY-SHAPER ADVERTISEMENTS ON SOCIAL MEDIA: A TEXTUAL ANALYSIS OF USER ENGAGEMENT AND BRAND ACCEPTANCE
This research examines consumer perceptions and reactions to body-shaper advertisements in the context of social media, focusing on visual content, user engagement, and inclusivity. Visual content analysis reveals the strategic use of ‘before and after’ imagery, vibrant colors, and body-positive slogans. User engagement and sentiment analysis highlight a spectrum of responses, from enthusiasm to critical concerns. Inclusive advertisements, featuring diverse models and body positivity, garner positive engagement. In contrast, those adhering to conventional beauty standards receive concerns about perpetuating unrealistic ideals. These findings underscore the pivotal role of authenticity, transparency, and inclusivity in shaping consumer perceptions and reactions in the evolving landscape of social media advertising for body-shaper products.
KEYWORDS: Sentiment Analysis, Consumer Perceptions, Social Media, Visual Content
