Journal of Marketing and Market Studies 10/2025

Growing ethical, environmental, and health concerns related to meat consumption have increased interest in alternative protein sources, such as plant-based meat alternatives (PBMAs), insect-based foods, and lab-grown meat. This study examined how Polish consumers perceive these three categories of meat substitutes in comparison to conventional meat and how these perceptions differ between meat eaters and reducetarians (individuals who intentionally limit meat consumption). A representative sample of 1,016 Polish adults completed an online survey evaluating meat alternatives on several dimensions. Overall, PBMAs received the most favourable evaluations, lab-grown meat was viewed ambivalently, and insect-based foods faced the strongest perceptual barriers. Dietary habits significantly influenced perceptions: reducetarians assessed all substitutes more positively than meat eaters, indicating greater openness to alternative proteins. These findings highlight substantial variation in how different meat alternatives are received by consumers and underscore the importance of addressing both sensory expectations and emotional responses in promoting meat alternatives.

Innovation is currently considered a fundamental factor in business development, particularly in the retail sector, which is undergoing dynamic changes resulting from evolving consumer preferences. The aim of the research is to verify the level of customer acceptance of self-checkout and mobile applications (their use in everyday shopping). Additionally, an attempt was made to determine the impact of these innovations on the perception of retail outlets’ competitiveness (their attractiveness and willingness to purchase again), taking into account consumer demographics. The study was conducted as an online survey on social media groups of retail customers. 241 respondents participated, diverse in terms of gender, age, and income. The results indicate that innovations such as self-checkout and mobile apps are enjoying significant consumer interest. Over half of respondents use them very frequently, while the remaining, though less frequently, are also regular users. Younger, lower-income individuals demonstrate greater openness to self-checkout. Mobile apps, on the other hand, are popular across all social groups. Importantly, retail establishments implementing modern solutions are perceived as more competitive, regardless of the respondents’ demographic characteristics.

Drawing on the Uses and Gratifications Theory, this study investigates what drives and prevents social media users from sharing electronic word of mouth (eWOM). The results of the online survey conducted among 511 respondents and logistic regression analyses reveal that using social media for self-promotion is a significant predictor of the frequency of eWOM spreading. Gender also plays a role, with women spreading eWOM more frequently than men. Additionally, LinkedIn users are nearly five times more likely to use social media to spread eWOM than non-users, and follower count is positively associated with the frequency of eWOM sharing. The study highlights barriers such as private nature of user profiles, embarrassment, and lack of content creation skills, which limit eWOM spreading. Together, these findings offer practical insights for brands seeking to foster authentic engagement and influence consumer purchase decisions through user-generated content.

Virtual influencers are non-human, digitally created with human-like qualities. This study investigates the visual self-presentation and branding strategies of Esther Olofsson on Instagram using systematic visual content analysis. Thereby exploring how Esther is visually constructed as a digital persona and how elements of tourism, human likeness and influencer aesthetics are integrated into her online representation. A sample of 107 pictures from 94 posts published between October 2022 and October 2023 was selected. Tourism is a key theme, particularly urban and cultural settings, positioning Esther as an aspiring travel figure. The study also highlights how virtual influencer challenge traditional notions of identity, presence, and trust in digital marketing. Overall, the study shows how visual cues are strategically used to construct a coherent yet ambiguous digital self that bridges human and virtual identities. It contributes to research on influencer cultures, visual communication, and the aesthetics of virtual entities in tourism and branding.