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

View/ Open
Type of Content
Journal ArticlePublisher
SAGE PublicationsISSN
1470-78532515-2173
Language
enCollections
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 colorANZSRC Fields of Research
35 - Commerce, management, tourism and services::3506 - Marketing::350604 - Marketing communications35 - Commerce, management, tourism and services::3506 - Marketing::350602 - Consumer-oriented product or service development
Rights
All rights reserved unless otherwise statedRelated items
Showing items related by title, author, creator and subject.
-
Sharing luxury possessions in the age of digital experience economy: Consumption type and psychological entitlement
Bai X; Zhao F; Chiew TM; Septianto F; Seo Y; Kemper, Joya A. (Elsevier BV, 2022)With the advent of the digital experience economy, contemporary luxury brands have embraced social media as an important channel for improving brand perceptions and developing customer relationships. This is because ... -
What's your beef with meat substitutes? Exploring barriers and facilitators for meat substitutes in omnivores, vegetarians, and vegans
Kerslake E; Conroy D; Kemper, Joya A. (Elsevier BV, 2021)The overconsumption of meat has been related to negative health, environmental, and animal welfare effects. As such, many people are now reducing their meat consumption, and for some this includes increasing their consumption ... -
The Role of Authentic (vs. Hubristic) Pride in Leveraging the Effectiveness of Cost Transparency
Septianto F; Tjiptono F; Paramita W; Kemper, Joya A. (Springer Science and Business Media LLC, 2020)In the era of consumer distrust of corporations, transparency is becoming a must rather than an option. While prior research has explored why businesses should disclose their costs and how consumers may react to such cost ...