How size-inclusive advertising shapes favorable responses in South Korea
A comparative study with the United States
Bibliographic Data
| ID | 21498052 |
|---|---|
| Authors | Su Jin Yang (0000-0002-2335-1861, Sungshin Women's University), Sunwoo Kim (0000-0002-8417-0693, Seoul National University, corresponding author) |
| Year | 2026 |
| Volume | 45 |
| Issue | 3 |
| Pages | 681-714 |
| Publication date | 2026-04-03 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0265-0487 • E-ISSN: 1759-3948 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02650487.2025.2607192 |
| OpenAlex | W7117447417 |
| Language | EN |
| Citations received | 3 |
| References cited | 54 |
As global brands increasingly adopt size-inclusive advertising, understanding cross-cultural consumer responses has become essential. Drawing on two experimental studies, this research compares South Korean and US consumers to examine how size-inclusive advertising shapes perceptions of corporate social responsibility (CSR) and inclusivity, and how these perceptions influence behavioral intentions. Study 1 revealed that, although South Korean consumers perceived plus-size models as less likable, they nonetheless reported higher levels of perceived CSR. Building on this, Study 2 confirmed that exposure to size-inclusive advertising enhanced perceptions of both CSR and inclusivity, which subsequently fostered favorable behavioral intentions in both cultural contexts. Notably, perceived inclusivity played a more salient role in shaping behavioral intentions among US consumers. Collectively, the findings advance cross-cultural advertising research by underscoring the role of size inclusivity in shaping consumer responses and by offering actionable implications for global brand communication strategies
Advertising research · Comparative advertising · Online advertising · Consumer Behavior in Brand Consumption and Identification · Consumer Market Behavior and Pricing · Innovation Diffusion and Forecasting
CSR in the Confucian Culture
Attractive celebrity and peer images on Instagram
Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness
Celebrity Endorsement
The Hofstede model
Measuring Attitude toward the Brand and Purchase Intentions
Evaluating Goodness-of-Fit Indexes for Testing Measurement Invariance
Sensitivity of Goodness of Fit Indexes to Lack of Measurement Invariance
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
The Beauty of Inclusivity
The bones are the same
Which model looks most like me? Explicating the impact of body image advertisements on female consumer well-being and consumption behaviour across brand categories
An integrated model of congruence and credibility in celebrity endorsement
Diversity in the digital age
Diversity and inclusion in advertising research
Understanding East Asian consumers’ responses to inclusive beauty products in advertising
Self-Concept in Consumer Behavior
Persuasion and Culture
Measuring Corporate Social Responsibility
Alternative Approaches to Understanding the Determinants of Typicality
Consumer Culture Theory (CCT)
| Unique citing works | 3 |
|---|---|
| Citations per year | 3 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 3 |