“The Vegan Generation”: Investigating Vegan Consumers’ Responses Toward False Advertising on Social Media
We conducted an experimental study with vegan and vegetarian populations—consumer groups that are becoming more prevalent yet are understudied. We specifically examined how consumers respond differently to false advertising on social media, whether the advertising advocates vegetarianism or meat-eating, as well as the effects of social media’s fact-check function.
Citation:
Yong Whi Greg Song, Natalie Brown-Devlin, and Won-Ki Moon (2021) ,"“The Vegan Generation”: Investigating Vegan Consumers’ Responses Toward False Advertising on Social Media", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 915-915.
Authors
Yong Whi Greg Song, University of Texas at Austin
Natalie Brown-Devlin, University of Texas at Austin
Won-Ki Moon, University of Texas at Austin
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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