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Journal of Marketing Communications Volume 29, 2023 - Issue 7
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Research Articles

Does sex sell? Examining the effect of sex appeals in social media ads on engagement with the ad and actual purchase

Kristin StewartDepartment of Marketing, California State University San Marcos, San Marcos, CA, USA
,
Vassilis DalakasDepartment of Marketing, California State University San Marcos, San Marcos, CA, USACorrespondence[email protected]
&
Danielle EellsDepartment of Marketing, California State University San Marcos, San Marcos, CA, USA
Pages 701-714 | Received 17 Aug 2021, Accepted 26 Apr 2022, Published online: 10 May 2022

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