The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand’s version of masculinity to men. The researchers ana-lysed consumer comments on the YouTube platform and by applying Nvivo 11 qualitative data analysis software used qualitative content analysis, sentiment analysis, and discourse analysis to understand consumer perceptions of vari-ous brands’ efforts in presenting their version of masculinity to consumers. The results showed that masculinity in advertising gets a lot of consumer attention and engagement while the product discourse does not get any noteworthy importance. In addition, the results indicated a correlation between likeability and consumer engagement and the im-portance of the main character and masculinity characteristics displayed in the advertisement for receiving positive consumer feedback.

DOI: https://doi.org/10.3846/bm.2022.786