Do Food-Related Social Media Content Influence Dietary Habits Among Young Adults? An Empirical Examination

Abstract

In recent years, there has been a remarkable increase in the usage of social media for exchanging and sharing information across several domains, including but not limited to lifestyle trends, fitness routines, entertainment contents, food related contents, and dietary practices, among others. This study aims to unravel the complexities involved with the influence of food related social media content on dietary habits. The primary objective is to explore how exposure to such contents affects food choices, body image perceptions, and nutritional awareness among young adults. This study utilized both quantitative and qualitative methods to assess the association between exposure to food related social media content and dietary habits. Individuals in the age range of 18 to 26 are considered as young adults in this study. The quantitative data was collected through an electronic survey completed by 110 respondents, and additional interviews were conducted with 30 selected individuals. The survey examined participants view on body image and the impact of social media food ads on food purchasing behaviour and dietary choices. Some of the important findings obtained from this study are as follows: First, participants indicated accessing several social media platforms such as Instagram, Facebook, YouTube, and Tik-Tok, with a substantial majority engaging for over 5 hours a day. Fashion, lifestyle, entertainment, and food were the most popular genres, with one-third of participants trying new diets or recipes after engaging with food content online. Two-third of participants felt body image pressure, often altering diets due to food-related social media content, while many prioritised visual appeals over nutrition, with 50% influenced by social media marketing. This study is a novel attempt to unravel the complex interplay between social media and dietary behaviors particularly among young adults.

Keywords: Social Media Platforms, Young Adults, Food Related Content, Dietary Trends, Social Psychology.