Understanding consumers' emotional responses towards extreme foodporn contents in social media: Case of whole oven baked camel

Purpose: This study aims to understand emotional responses towards extreme FoodPorn content in social media. In line with this purpose, this research seeks answers to the following two questions: (1) What type of foodrelated emotional responses could reveal from the comments on FoodPorn contents? Moreover, (2) how do locals and non-locals differ in their food-related emotional response to FoodPorn contents? Design/methodology/approach: In this study, qualitative study approach and case study design were adopted. A total of 401 online comments left under an extreme FoodPorn content were included in the dataset through the convenience sampling method. To analyze qualitative data, deductive content analysis and Chi-Square test were performed. Findings: The findings of this study revealed that the visual and auditory stimuli in the FoodPorn content caused positive and negative emotional responses that led consumers to food acceptance or rejection. These findings supported the functionality of the S-O-R theoretical model. Findings suggest that cultural differences cause diverse emotional responses regarding food acceptance. Individuals with high food and cultural familiarity are more likely to respond cognition based emotional responses to FoodPorn posts. In contrast, the emotional responses of those with lower food and cultural familiarity are hedonic-based. Originality/value: This study presents new ways of looking at the food-related emotions within the frame of extreme FoodPorn contents in social media. This study adds to novel insights into what is already known through the S-O-R theoretical model.