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FOOD AND SOCIAL
MEDIA
THE IMPACT OF CAPTION
VOCABULARY
Lucy Stubler
Marissa Miller
Amanda Qian
Andy Kim
Natalia Wierzbowska
HYPOTHESIS
H1: When exposed to food images on social media, a corresponding
caption including a description that uses healthy vocabulary causes a
viewers inclination to share the content to increase.
H2: Women are more likely than males to share content on social
media, regardless of the nature of the post.
THEORY
- Healthy living is a rapidly growing area of focus in our culture
- People attempt to portray the best version of themselves on social
media
- Users usually share content with intent to purchase
- Image perception of user is reflective of their posts
- Health conscious individuals implement sharing as a tool
LITERATURE REVIEW
-Protecting Young People From Junk Food Advertising: Implications of
Psychological Research for First Amendment Law
-- Disclosing Information about the Self Intrinsically Rewarding
-- Consumers’ Food Choice at a Restaurant Depending on Nutritional
Information and Nutritional Menu Context
METHOD
- Survey:
Included series of photos with captions written in various tones
Asked respondents to rate their level of likelihood to carry out
certain actions following the impression of the captions and
photos
- Surveys were begun by asking demographic-related questions to
establish a level of identity of each respondent
SURVEY SET
- 121 respondents
- Age range 18-63
- Conditions remained consistent across all respondents
- Respondents were volunteer
SURVEY DESIGN
- Photos included:
SURVEY DESIGN
- Photos were taken from existing social media posts
- First set of photos contained no caption and were presented simply
as introduction to the photos
- Second set of photos contained a caption with a question and call
to action
- Third set of photos contained a caption with use of indulgent
vocabulary
- Final set of photos contained a caption with use of health-centered
vocabulary
SURVEY DESIGN
- Following each set of photos, the viewer was asked to answer a
series of questions
- Questions included likelihood that the viewer would share, follow,
save or act upon the post
PROCEDURE
- Surveys were sent out via Facebook to ensure that all respondents
were current social media users
- Results of the surveys were returned through Qualtrics to the team
- Analysis of the data set was done through SPSS
RESULTS
-
KEY FINDINGS
- Proves that healthy captions increase the likelihood that the viewer
will share the post
- Females were more likely to share online content than males
LIMITATIONS
- Not everyone has social media accounts
- The survey was a between group experiment
- Gender correspondence
- Audience was not specifically determined
- Possible that participants lost interest or were unclear of changes
within survey
FUTURE DIRECTIONS
- Food companies will be able to utilize this nature of information for
future branding opportunities
- Food companies will gain a better understanding of their target
market
- Collaboration between nutritionists and psychologists is possible to
further this information and establish plans for dieters and eating
disorder sufferers

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food and social media_presentation -2

  • 1. FOOD AND SOCIAL MEDIA THE IMPACT OF CAPTION VOCABULARY Lucy Stubler Marissa Miller Amanda Qian Andy Kim Natalia Wierzbowska
  • 2. HYPOTHESIS H1: When exposed to food images on social media, a corresponding caption including a description that uses healthy vocabulary causes a viewers inclination to share the content to increase. H2: Women are more likely than males to share content on social media, regardless of the nature of the post.
  • 3. THEORY - Healthy living is a rapidly growing area of focus in our culture - People attempt to portray the best version of themselves on social media - Users usually share content with intent to purchase - Image perception of user is reflective of their posts - Health conscious individuals implement sharing as a tool
  • 4. LITERATURE REVIEW -Protecting Young People From Junk Food Advertising: Implications of Psychological Research for First Amendment Law -- Disclosing Information about the Self Intrinsically Rewarding -- Consumers’ Food Choice at a Restaurant Depending on Nutritional Information and Nutritional Menu Context
  • 5. METHOD - Survey: Included series of photos with captions written in various tones Asked respondents to rate their level of likelihood to carry out certain actions following the impression of the captions and photos - Surveys were begun by asking demographic-related questions to establish a level of identity of each respondent
  • 6. SURVEY SET - 121 respondents - Age range 18-63 - Conditions remained consistent across all respondents - Respondents were volunteer
  • 8. SURVEY DESIGN - Photos were taken from existing social media posts - First set of photos contained no caption and were presented simply as introduction to the photos - Second set of photos contained a caption with a question and call to action - Third set of photos contained a caption with use of indulgent vocabulary - Final set of photos contained a caption with use of health-centered vocabulary
  • 9. SURVEY DESIGN - Following each set of photos, the viewer was asked to answer a series of questions - Questions included likelihood that the viewer would share, follow, save or act upon the post
  • 10. PROCEDURE - Surveys were sent out via Facebook to ensure that all respondents were current social media users - Results of the surveys were returned through Qualtrics to the team - Analysis of the data set was done through SPSS
  • 12. KEY FINDINGS - Proves that healthy captions increase the likelihood that the viewer will share the post - Females were more likely to share online content than males
  • 13. LIMITATIONS - Not everyone has social media accounts - The survey was a between group experiment - Gender correspondence - Audience was not specifically determined - Possible that participants lost interest or were unclear of changes within survey
  • 14. FUTURE DIRECTIONS - Food companies will be able to utilize this nature of information for future branding opportunities - Food companies will gain a better understanding of their target market - Collaboration between nutritionists and psychologists is possible to further this information and establish plans for dieters and eating disorder sufferers