Advertising Meat Alternatives: The Interactive Effect of Regulatory Mode and Positive Emotion on Social Media Engagement

• Published in: Journal of advertising Vol. 53; no. 3; pp. 416 - 433
• Main Authors: Septianto, Felix, Mathmann, Frank
• Format: Journal Article
• Language: English
• Published: Abingdon Routledge 26.05.2024; Taylor & Francis Ltd
• Subjects: Advertisements; Advertising; Alternatives; Consumer behavior; Locomotion; Market strategy; Meat; Online advertising; Positive emotions; Social media; Social networks
• ISSN: 0091-3367; 1557-7805
• DOI: 10.1080/00913367.2023.2250830

Drawing upon regulatory fit theory, the current work investigates how the interaction between regulatory mode and positive emotion influences consumer social media engagement with meat alternative advertisements. Social media data (N = 966) are employed to explore the interaction between regulatory mode (from the text) and positive emotion (expressed via emoji) on sharing (Study 1). Three experimental studies (N = 1,359) were subsequently conducted in the context of Facebook advertising to provide causal evidence. Each study employed different emotion manipulations (emoji in Study 2, emotion recall in Study 3, and image in Study 4). Click-through rates (in Studies 2 and 4), together with intentions to click (in Study 3), were examined as dependent variables. The findings establish that the fit effect between (a) locomotion messages and love and (b) assessment messages and awe enhance social media engagement. The mechanism driving the effect is the experience of "feeling right" arising from the fit between regulatory mode and positive emotion. The findings from this research offer valuable insights to managers involved in crafting effective social media advertising strategies with the goal of promoting meat alternatives.