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    The impact of social media visual features on acceptance of meat substitute (2022)

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    Type of Content
    Journal Article
    UC Permalink
    https://hdl.handle.net/10092/103949
    
    Publisher's DOI/URI
    http://doi.org/10.1177/14707853221107309
    
    Publisher
    SAGE Publications
    ISSN
    1470-7853
    2515-2173
    Language
    en
    Collections
    • Business: Journal Articles [316]
    Authors
    Septianto F
    Quang HP
    Li S
    Kwon J
    Kemper, Joya A. cc
    show all
    Abstract

    <jats:p> There is a growing demand for meat substitutes among consumers, given that excessive meat consumption is associated with negative consequences for personal health and the environment. However, the market shares of such meat substitutes remain low, thus highlighting the need to further investigate how to increase consumer acceptance of meat substitutes. The present research investigates social media data of plant-based meat brands and explores how visual features could lead to a high number of likes, which is a numerical representation of social acceptance. The findings of this research show that social media posts with warm color, vertical symmetry, and horizontal symmetry receive a higher number of likes. Further, there is a joint effect between warm color and vertical symmetry, such that vertical symmetry would strengthen the positive effect of warm color on the number of likes. These findings offer a more nuanced understanding of how to increase consumer acceptance of meat substitutes and how to promote plant-based meat brands in social media. </jats:p>

    Citation
    Septianto F, Kemper JA, Quang HP, Li S, Kwon J The impact of social media visual features on acceptance of meat substitute. International Journal of Market Research. 147078532211073-147078532211073.
    This citation is automatically generated and may be unreliable. Use as a guide only.
    Keywords
    plant-based meat; meat substitute; consumer acceptance; social media; visual symmetry; warm color
    ANZSRC Fields of Research
    35 - Commerce, management, tourism and services::3506 - Marketing::350604 - Marketing communications
    35 - Commerce, management, tourism and services::3506 - Marketing::350602 - Consumer-oriented product or service development
    Rights
    All rights reserved unless otherwise stated
    http://hdl.handle.net/10092/17651

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