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Abstract
Instagram has emerged as a popular platform for circulating food images. While image sharing is the primary focus of Instagram, previous studies have exclusively focused on hashtags and social network structures. Nonetheless, studies characterizing visual features and nutritional information embedded on the Instagram posts are scant. In this study, we particularly explored how aesthetic features and calorific value influence audience reactions in a data driven way. In addition, the study also examined how effect of visual aesthetics differ with the calorific content of posts. Results revealed that people liked and commented more on medium and high-calorie images. Aesthetic characteristics such as arousing colors, features and compositional complexity were associated with the number of likes and comments, and their influence was more prominent with low-calorie images. Health practitioners can implement strategies to receive more audience engagement and nudge people towards healthy eating.