“…However, given the importance of social media opinion leaders in influencing consumer perception and behavioural outcomes, harnessing social media influencers will be an effective, cost-effective and distinctly strategic marketing tool for businesses (Schulze et al ., 2022). Last, given the growing preferences towards the humane approach to slaughter, marketers can provide more awareness towards the slaughter practice about the technology used in slaughter and quality assurance, thereby reducing consumer myths about slaughter practice and meat quality (Hoogstraaten et al ., 2023; Badu et al. , 2023).…”