Essays about: "body positivity"

Showing result 1 - 5 of 17 essays containing the words body positivity.

  1. 1. Generation Z Consumers' Attitudes towards Body Diversity in Fashion Advertisements : A quantitative study on the effect of consumers' own body size to their attitude

    University essay from Umeå universitet/Företagsekonomi

    Author : Amanda Hallberg; [2023]
    Keywords : Fashion advertising; body diversity; body positivity; generation Z; fashion industry; Instagram marketing; social media marketing; consumer attitudes; purchase intentions;

    Abstract : This thesis is investigating how consumers’ attitudes on fashion advertisements are affected by the models featured in the advertisements, with the consumers’ own body size being taken into consideration. The topic for the thesis was formed when conducting a thorough literature search, which revealed a gap in research. READ MORE

  2. 2. How does marketing body positivity influence online purchasing behavior? : A study on Swedish female underwear apparel consumers.

    University essay from

    Author : Andreea Tiron; Nouran Elsharabasy; [2022]
    Keywords : consumer behavior; underwear apparel; body positivity; body positivity marketing; body image; online marketing; purchase intention;

    Abstract : Background:  Body positivity promotion has recently received great attention, both from companies as well as from consumers. The responsibility of companies to promote a healthy body image and be inclusive of all people through their marketing activities is increasing, as the body positivity movement on social media has started to expand and change consumer demands for underwear apparel. READ MORE

  3. 3. How does body image relate to brand image? An analysis of brands incorporating the body positivity movement

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Julian Flemming; Lisa Anderegg; Maud Stephan; [2022]
    Keywords : body positivity; brand management; Dove; Aerie; Victoria’s Secret; Business and Economics;

    Abstract : Purpose: The importance of body positivity is visible in its remarkable media presence. The movement entails challenges such as opportunities for brands. READ MORE

  4. 4. Body Positive Content on TikTok : A Critical Study on How Body Positive Content on Social Media Can Reinforce Body Negative Discourses

    University essay from Jönköping University/HLK, Medie- och kommunikationsvetenskap

    Author : Jonna Bayliss Larsen-Ledet; [2022]
    Keywords : Body positivity; body positive movement; body negativity; Multimodal Critical Discourse Analysis; TikTok;

    Abstract : This critical study examines how TikTok content from body positive trends may influence power relations and reinforce female body negative discourses. The study takes its departure primarily in Michel Foucault. However, additional researchers were brought in to expand on Foucault’s ideas by e.g. READ MORE

  5. 5. Does Size Matter? : A quantitative study about how different-sized models in online shopping affect consumer loyalty among female customers in Sweden.

    University essay from

    Author : Joanna Kedzior; Marie Tiberg; [2022]
    Keywords : Different-Sized Models; Body Positivity; Awareness; Safety; Consumer Loyalty; Brand Imagery; Brand Judgments; Brand Feelings;

    Abstract : This thesis aims to examine how the usage of different-sized models can improve consumer loyalty to a brand of female customers in Sweden. Previous research has examined how using non-skinny models appeals to female customers and what feelings are evoked, but there is little research on how this approach can increase consumer loyalty as a whole. READ MORE