社交媒体视觉特征对肉类替代品接受度的影响

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2022-06-09 DOI:10.1177/14707853221107309
F. Septianto, Joya A. Kemper, H. P. Quang, Shuge Li, Junbum Kwon
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引用次数: 2

摘要

鉴于过度食用肉类会对个人健康和环境造成负面影响,消费者对肉类替代品的需求越来越大。然而,此类肉类替代品的市场份额仍然很低,因此需要进一步调查如何提高消费者对肉类替代品。本研究调查了植物肉品牌的社交媒体数据,并探讨了视觉特征如何导致大量点赞,这是社会接受度的数字表示。这项研究的结果表明,具有暖色、垂直对称和水平对称的社交媒体帖子获得了更高的点赞数量。此外,暖色和垂直对称之间存在联合效应,因此垂直对称将加强暖色对点赞数量的积极影响。这些发现为如何提高消费者对肉类替代品的接受度以及如何在社交媒体上推广植物肉品牌提供了更细致的理解。
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The impact of social media visual features on acceptance of meat substitute
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.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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