GENDER ASYMMETRIES IN PERCEPTIONS OF SEXUALIZED AD VERTISING IN SOCIAL MEDIA: AN EMPIRICAL STUDY AMONG UKRAINIAN USERS

In the contemporary digital landscape, social media networks have become an integral part of everyday life, serving as multifunctional platforms for interpersonal communication, entertainment, and commercial activities.Advertising in these networks, as a key element of monetization, often includes sexualized elements aimed at attracting audience attention, provoking intense debates regarding its effectiveness, ethical aspects, and impact on societal norms.Sexualization in advertising, manifested through revealing clothing, emphasis on physical body attributes, or erotic innuendos, not only influences consumer behavior but also negatively affects users' psychological well-being, reinforcing gender stereotypes and objectification, particularly of women.In the context of increasing online activity, this leads to decreased selfesteem, body image issues, and the normalization of sexist attitudes, requiring in-depth sociological analysis.The study of perceptions of sexualized advertising in social media reveals gender asymmetries in user reactions, providing practical recommendations for responsible marketing strategies and regulatory policies.The analysis of contemporary literature demonstrates the complex interplay of cultural, psychological, and marketing factors influencing consumer perceptions and behavior.Historically, sexual stimuli in advertising have evolved from subtle innuendos to explicit forms, but modern research questions their effectiveness, emphasizing negative psychological effects such as body image dissatisfaction, self-objectification, and stereotype reinforcement.Empirical data, including eye-tracking and neuroimaging, show that sexualized content does not increase attention or purchase intentions, but instead evokes negative emotions, especially among women, and reduces brand attitudes.In social media, gender Věda a perspektivy № 12(55) 2025