Plus Is Equal?: Analysis of the Negative Social Media Commentary of Lane Bryant's Campaign

dc.contributor.author Harmon, Jennifer
dc.contributor.author Reddy Best, Kelly
dc.date 2018-10-19T01:06:33.000
dc.date.accessioned 2020-06-30T05:36:19Z
dc.date.available 2020-06-30T05:36:19Z
dc.date.issued 2016-11-09
dc.description.abstract <p>September 14, 2015, plus-size clothing retailer Lane Bryant launched their #PlusIsEqual social marketing campaign. Social marketing applies commercial marketing techniques to programs designed to promote the acceptability of a social idea and voluntarily change behavior (Andreasen, 2003). This research analyzed the themes prevalent in the negative comments posted to the campaign. Currently, over two-thirds of Americans are overweight or obese (Peters, 2014). Despite this majority consumer-base, plus-size models are nearly absent in high fashion magazines, and plus-size female consumers lack the same access to fashionable clothing (Peters, 2014). Additionally, obesity stigma is a pervasive and socially acceptable form of bias in North America (Puhl & Heuer, 2010). Of the 5337 tweets made in the first 30 days, 227 were negative in tone. The disapproval expressed fell into five main categories: criticism, reservation, contempt, sarcasm and externalizing. The findings highlight the presence of obesity stigma in the plus-size fashion industry.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2016/posters/100/
dc.identifier.articleid 1747
dc.identifier.contextkey 10440200
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2016/posters/100
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/51191
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2016/posters/100/POP_Harmon_Plus_20is_20Equal_RES.pdf|||Fri Jan 14 18:11:47 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Fashion Design
dc.title Plus Is Equal?: Analysis of the Negative Social Media Commentary of Lane Bryant's Campaign
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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