Dressed for Likes: The Representation of Women in #Fashion Marketing on Instagram

Authors: Marta Mensa, Tao Deng, Lindsay Thompson

Abstract:

This study examines the portrayal of women’s body image in #Fashion Instagram posts, utilizing sexual objectification theory to explore the variance in presentation between business and personal accounts. We analyzed 900 Instagram posts tagged with #Fashion to explore the correlation between body exposure, sexual display, and user engagement metrics—likes and followers. The findings reveal that women in business account posts are significantly more likely to exhibit greater body exposure and sexualized content compared to personal profiles, confirming the hypothesis that business accounts deploy sexual imagery to enhance engagement. The findings further show that younger women are more frequently depicted in sexualized manners across both account types. Moreover, while posts with greater body exposure and sexual display generally receive more likes, this does not necessarily translate into a higher follower count, indicating a complex relationship between content portrayal and audience engagement. Cultural differences were evident, with posts from Western countries showing higher levels of sexualization compared to those from Middle Eastern regions. These findings highlight the need for a broader understanding of how cultural, commercial, and age-related factors influence the portrayal of women on social media.

Keywords: fashion, women, sexual objectification, body exposure, sexual display, Instagram