Facially Expressed Emotions and Hedonic Liking on Social Media Food Marketing Campaigns:Comparing Different Types of Products and Media Posts

Abstract

When viewers watch food video campaigns in social media, they are experiencing various emotions. This study explores these viewers’ emotional states that can be detected through facial expressions, as well as their perceived hedonic liking of the product. The study consists of five experiments, one per product/stimulus including hedonic and utilitarian foods. Seventy-six viewers successfully participated in the tasks, and 164 valid video records were analyzed by FaceReader Online. The results indicated that FaceReader Online can capture differences in emotional responses elicited by different types of food and media posts in social media marketing campaigns. Sadness prevailed all other emotions throughout the campaigns, while arousal remained at levels of inactivity. The responses in the hedonic product campaign were significantly less negative (in terms of sadness and anger) than those in the campaigns of utilitarian products. The hedonic liking ratings indicated significant differences among campaigns of similar content and media characteristics, implying the determinant role of other factors, like individual product preferences and sensory expectations. The results contribute to understanding consumer emotions during watching food related campaigns in social media.