Consumer Responses to LGBTQ-Themed Advertising: What 20,000 YouTube Comments Reveal

Send us Fan Mail 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 ...