ABSTRACT
SUMMARY. Sexual content in music videos has long been the focus of attention within communication research, although few communication scholars have illuminated the relationship between sex in a music video, viewer enjoyment, and actual product purchase intention. This article examines the presence of sexual content in music videos as well as the relationship between sexual content and enjoyment. The paper challenges scholars from communication, advertising, and marketing to establish links among their disciplines to develop a thorough understanding of how sex in music videos may increase liking of a video and subsequent purchase intention. doi:10.1300/J057v13n01_07 [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: <docdelivery@haworthpress.com> Website: < https://www.HaworthPress.com > © 2007 by The Haworth Press, Inc. All rights reserved.]
