About this episode

The episode discusses consumer responses to LGBTQ-themed advertising based on a computational analysis of YouTube comments.

In this episode, guest interviewer Dr. Steven Park (Queen Mary University of London) speaks with Jia Heng Li and Professor Tae Hyun Baek (both Sungkyunkwan University) to discuss their article, "Consumer Responses to LGBTQ-Themed Advertising: A Computational Analysis of YouTube Comments," coauthored with Minseong Kim (Louisiana State University Shreveport), just published in the June 2026 issue of JAR. Jia Heng explains how the study moves beyond the surveys and experiments that dominate res...

People in this episode

Guests: Dr. Steven Park, Jia Heng Li, Professor Tae Hyun Baek

Topics covered

• LGBTQ advertising
• consumer responses
• YouTube comments
• computational analysis
• advertising research

Keywords

• LGBTQ
• advertising
• YouTube
• consumer behavior
• computational analysis
• marketing research
• advertising effectiveness

Mentioned in this episode

Organizations: Queen Mary University of London, Sungkyunkwan University, Louisiana State University Shreveport, Journal of Advertising Research

Books & works: Consumer Responses to LGBTQ-Themed Advertising: A Computational Analysis of YouTube Comments

More episodes of JAR Inside the Research Podcast

• When "Buy Less" Backfires: Green Demarketing and the Nongreen Consumer, · July 13, 2026 · 13 min

Explore listener stats, chart rankings, contacts and more on the JAR Inside the Research Podcast podcast page.