Consumer Responses to LGBTQ-Themed Advertising: A Computational Analysis of YouTube Comments
Abstract
We examined consumer responses to lesbian, gay, bisexual, transgender, and queer (LGBTQ)-themed social media advertising using computational text mining. We identified six key topics by analyzing 20,934 YouTube comments: (1) LGBTQ celebrations, (2) homosexuality-friendly family values, (3) drag culture, (4) societal acceptance of LGBTQ community, (5) brand activism, and (6) gender roles in advertising. Sentiment analysis revealed predominantly positive emotions toward LGBTQ-themed advertisements. However, brand activism and drag culture generated polarized reactions. There was skepticism regarding corporate authenticity and discomfort with non-traditional gender expressions. The findings demonstrate how audience sentiment patterns and social media conversations shape LGBTQ representation in advertising.
Fields of Study & Subjects
Consumer Market Behavior and Pricing
Consumer Behavior in Brand Consumption and Identification
Digital Marketing and Social Media
Publication details
- Journal / source
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Volume
- 66
- Issue
- 2
- Pages
- 321–339
- Publication date
- 22 January 2026
- Language
- EN