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2 Newport, F., "U.S., estimate of LGBT population rises to 4.5%"
3 Turner, J. C., "The social identity theory of intergroup behavior" 5 : 7-24, 1986
4 Daems, J., "The makeup of RuPaul’s drag race : essays on the queen of reality shows" McFarland and Company 2014
5 Balzer, C., "The great drag queen hype : Thoughts on cultural globalisation and autochthony" 51 : 111-131, 2005
6 Bhat, S., "The effect of homosexual imagery in advertising on attitude toward the ad" 31 (31): 161-176, 1996
7 Tuten, T. L., "The effect of gay-friendly and non-gay-friendly cues on brand attitudes: A comparison of heterosexual and gay/lesbian reactions" 21 (21): 441-461, 2005
8 Bhat, S., "The effect of consumer prejudices on ad processing : Heterosexual consumers responses to homosexual imagery in ads" 27 (27): 9-28, 1998
9 Sloan, L., "The SAGE handbook of social media research methods" Sage Publishing 2017
10 Fleisher, J., "The Drag Queens of New York: An Illustrated Field Guide" Riverhead Books 1996
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20 Stevenson, M. R., "Promoting tolerance for homosexuality : An evaluation of intervention strategies" 25 (25): 500-511, 1988
21 El Hazzouri, M., "Out of the closet : When moral identity and protestant work ethic improves attitudes toward advertising featuring same-sex couples" 48 (48): 1-16, 2019
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26 Green, J., "LGBT purchasing power near $1 trillion rivals other minorities"
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31 Vicdan, H., "Evolving desire to experience the social ‘other’ : insights from the high-society bazaar" 15 (15): 248-276, 2015
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34 Rhodes, C. D., "Debating LGBT workplace protections in the bible belt : social identities in legislative and media discourse" 63 (63): 904-924, 2016
35 Gong, Z. H., "Crafting mixed sexual advertisements for mainstream media : examining the impact of homosexual and heterosexual imagery inclusion on advertising effectiveness" 11 : 1-24, 2019
36 Um, N. H., "Consumers’ responses to implicit and explicit gay-themed advertising in gay vs mainstream media" 22 (22): 461-477, 2016
37 Hester, J. B., "Consumer responses to gay-themed imagery in advertising" 8 (8): 2007
38 Papaoikonomou, E., "Constructing and communicating an ethical consumer identity : a social identity approach" 16 (16): 209-231, 2016
39 Bellis, R., "Brands still haven’t figured out how to talk to LGBTQ consumers"
40 Kite, M. E., "Attitudes toward homosexuality : assessment and behavioral consequences" 7 (7): 137-162, 1986
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43 Preacher, K. J., "Addressing moderated mediation hypotheses : theory, methods, and prescriptions" 42 (42): 185-227, 2007
44 CMI Community Marketing and Insight, "13th annual LGBTQ community survey"