The impact of social media visual features on acceptance of meat substitute

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dc.contributor.authorSeptianto F
dc.contributor.authorQuang HP
dc.contributor.authorLi S
dc.contributor.authorKwon J
dc.contributor.authorKemper, Joya A.
dc.date.accessioned2022-07-15T04:08:58Z
dc.date.available2022-07-15T04:08:58Z
dc.date.issued2022en
dc.date.updated2022-06-22T23:55:09Z
dc.description.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>en
dc.identifier.citationSeptianto 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.en
dc.identifier.doihttp://doi.org/10.1177/14707853221107309
dc.identifier.issn1470-7853
dc.identifier.issn2515-2173
dc.identifier.urihttps://hdl.handle.net/10092/103949
dc.languageen
dc.language.isoenen
dc.publisherSAGE Publicationsen
dc.rightsAll rights reserved unless otherwise stateden
dc.rights.urihttp://hdl.handle.net/10092/17651en
dc.subjectplant-based meaten
dc.subjectmeat substituteen
dc.subjectconsumer acceptanceen
dc.subjectsocial mediaen
dc.subjectvisual symmetryen
dc.subjectwarm coloren
dc.subject.anzsrcFields of Research::35 - Commerce, management, tourism and services::3506 - Marketing::350604 - Marketing communicationsen
dc.subject.anzsrcFields of Research::35 - Commerce, management, tourism and services::3506 - Marketing::350602 - Consumer-oriented product or service developmenten
dc.titleThe impact of social media visual features on acceptance of meat substituteen
dc.typeJournal Articleen
uc.collegeUC Business School
uc.departmentManagement, Marketing and Entrepreneurship
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