Promoting healthy foods in the new digital era on Instagram: an experimental study on the effect of a popular real versus fictitious fit influencer on brand attitude and purchase intentions

Health-Related Communication of Social Media Influencers: A Scoping Review

Social media influencers (SMIs) are an essential part of today's digital media landscape and have the ability to significantly impact the health-related attitudes and behavior of their audiences. Despite an increasing number of studies, research has produced mixed results, and a comprehensive overview of the main findings is lacking. Therefore, the goal of this scoping review was to comprehensively map the literature focusing on SMIs and their health-related communication. Specifically, we analyzed the most frequently studied health topics and social media platforms, the methodological characteristics of the studies, as well as the communication techniques employed by SMIs, and the potential positive and negative effects of their communication on their audience. Additionally, we examined the major research gaps in this area. Altogether, we analyzed n = 116 empirical papers. The results reveal a wide range of different outcomes influenced by SMIs, including both positive and negative changes in health-related attitudes and behavioral intentions among their followers. Furthermore, our findings highlight the need for future research to prioritize experimental and longitudinal studies, investigate actual behavioral outcomes resulting from influencer content exposure, and closely examine the potential negative effects of SMIs' health-related communication. More attention needs to be paid to health-related misinformation disseminated by SMIs. Lastly, this study identified several highly relevant health topics and social media platforms that should be the focus of future research.

What else is new about social media influencers? Uncovering their relation and content strategies, and the downsides of being famous

Prior research on social media influencers (SMIs) often examined questions such as their model of communication with followers, ethical concerns, motivations, and ways of gaining capital. How influencers curate intense and intimate relations and strategize their content creation, and how the influencer industry takes a toll on their physical and psychological wellbeing should be carefully addressed. To fill in this gap, we conducted in-depth interviews with 20 SMIs. The findings advance the literature on influencers and influencer advertising by explicating the ways through which influencers maintain intimate and engaged relations with followers, including providing value, creating emotional bond, interacting and co-creating with followers, and disclosing personal life. Second, this research identifies and theorizes four principles - authenticity, topic sensitivity, fact-checking, and strategic sharing of privacy - under which influencers strategize content creations in building human brands. Last, our findings add to the ongoing literature on digital labor by expounding the downsides of influencers being digital labor. This research contributes to the understudied aspect regarding influencers' wellbeing and strategies employed in content creation and relation management in the current influencer literature.

Familiarity with the internet and health apps, and specific topic needs are amongst the factors that influence how online health information is used for health decisions amongst adolescents

BACKGROUND

Many adolescents believe that online health information is reliable, particularly when they are familiar with the source of information.

OBJECTIVE

To analyse the degree of influence of online health information on high school students' health decisions and examine whether socio-demographic characteristics, digital literacy, use of different websites and interest in specific health topics are associated with a stronger influence of online health information on adolescents' health-related decisions.

METHODS

Participants were students from four public high schools in Belgrade, Serbia. Socio-demographic and behavioural questionnaire as well as the e-health literacy scale (eHEALS) were used to collect data.

RESULTS

The study sample comprised 702 students. A total of 79.6% of students reported that online health information influenced their health decisions to a certain extent (from 'a little' to 'a lot'). Being a boy, using the internet since younger age, better self-perceived e-health literacy, using health apps, Google, health forums, websites of health institutions, social media and YouTube, being interested in diet/nutrition, sexually transmitted infections and cigarettes were the characteristics associated with a stronger influence of online health information on students' health decisions.

CONCLUSION

This study provides clues about how online health-related information can be used to adjust and enhance health promotion amongst adolescents.

'Meat' the influencers: Crafting authentic endorsements that drive willingness to buy cultured meat

Cultured meat is a promising substitute for regular meat, but its introduction faces challenges and expected consumer resistance. While some studies investigate how communication strategies and advertising appeals can address these concerns, the role of social media influencers in promoting cultured meat adoption remains yet to be explored. Across two online experimental studies involving 752 participants recruited from Prolific, this research investigates how influencer type (micro- vs. mega-influencer) affects consumers' willingness to buy cultured meat. Study 1 reveals that consumers are more willing to buy cultured meat when it is endorsed by micro- rather than mega-influencers. Further, perceived endorsement authenticity mediates this effect such that micro-influencers endorsements are perceived as more authentic than those of mega-influencers. Study 2 demonstrates that these effects are moderated by influencer expertise and type of meat, where micro-influencers with health (but not fashion) expertise have a more pronounced impact on increasing willingness to purchase cultured meat (but not regular meat). This research provides theoretical insights into how consumers perceive influencer endorsements for cultured meat. These findings aim to enhance consumer acceptance of cultured meat while offering actionable guidance for practitioners on promoting cultured meat brands on social media.

An exploration of having social media influencers deliver a first-line digital intervention to improve body image among adolescent girls: A qualitative study

Social media influencers are popular among adolescents and could offer a unique way to reach young people at scale with body image interventions. This study explored girls' and influencers' views on having influencers deliver body image interventions through vlogs (video blogs) and to gain insight into their preferred format, content, and views on factors that encourage engagement with vlogs. Twenty-one UK based participants were recruited. Three online focus groups were conducted with adolescent girls (n = 16) aged 14-18 years and one with influencers (n = 5) aged 24-33 years, who had a collective following of over 1.5 million subscribers across social media platforms. Data were analysed using reflexive thematic analysis and four themes were generated: Choosing an influencer whose messages and core values are aligned with the topic of body image; the importance of influencer authenticity and personal experience; collaborating on content creation with mental health professionals; and the need for long-form (i.e., 10-20 min) content to address serious topics. Findings suggest having influencers deliver body image interventions to young people could be a useful approach. Results highlight the need to engage with end users from the outset of intervention development to increase the likelihood of intervention effectiveness and engagement.

Predicting willingness to consume healthy brand foods using the theory of planned behavior: the role of nutritional literacy

Introduction

The willingness to consume healthy foods has highlighted the growing importance of health, even more so when it comes to food choice, and predicting the willingness to consume foods of a healthy brand represents an action that leads to the practice of conscious eating habits, but what is behind this willingness? To answer this question and based on previous studies such as the theory of planned behavior and nutritional literacy, this study aimed to build a predictive model through an empirical study to examine the influence of nutritional literacy (NL) on attitude (ATT), subjective norm (SN) and perceived behavioral control (PBC), as well as to determine the influence of the three variables of the theory of planned behavior (TPB) on the willingness to consume healthy brand foods (WCHBF) in the Peruvian market.

Methods

The research focused on the population that stated that they were consumers of the Unión brand (a brand whose value proposition is the sale of healthy foods), obtaining 482 consumers. The study was conducted under a quantitative, non-experimental, cross-sectional design approach.

Results

The results support the existence of a positive and significant effect of NL on ATT, SN, and PBC, finding the exact behavior of SN and PBC in WCHBF; however, in the proposed model, it is observed that ATT has no impact on WCHBF.

Conclusion

Applying strategies that lead to a change in consumer behavior towards healthy brands is a matter of time and will. In this context, the findings indicate that nutritional literacy plays an essential role in the willingness to consume healthy foods, which sheds more light on the design of educational interventions and awareness campaigns that independently inform about nutritional benefits and empower consumers, allowing them to make informed and healthy choices.

Examination of the adoption intention of new energy vehicles from the perspective of functional attributes and media richness

Drawing on the theory of media richness, this paper aims to explore the impact of media richness on consumers' adoption intention through their perception of new energy vehicle (NEV) function attributes, and assess the moderation roles of brand familiarity and locus of control. A structural equation model is applied to analyze the data collected from 427 respondents. Empirical results demonstrate that consumers' perception of an electric attribute (i.e., charging efficiency) and two intelligent attributes (i.e., car networking and self-driving) are determinants of their adoption intention of NEVs. The other electric attribute (range) is trivial in consumers' perception. We also find that low, medium, and high-richness media significantly affect consumers' perception of NEVs' functional attributes. Compared to the high-richness, medium-richness correlates significantly with two types of NEV functional attributes. Regarding moderating effects, consumer familiarity with NEV's brand negatively impacts the relationship between media richness and adoption intention. Furthermore, low and medium-richness media effectively stimulate individuals with external control to adopt NEV, while high-richness media adversely influence individuals with internal control.

Advances in Understanding the Interplay between Dietary Practices, Body Composition, and Sports Performance in Athletes

The dietary practices of athletes play a crucial role in shaping their body composition, influencing sports performance, training adaptations, and overall health. However, despite the widely acknowledged significance of dietary intake in athletic success, there exists a gap in our understanding of the intricate relationships between nutrition, body composition, and performance. Furthermore, emerging evidence suggests that many athletes fail to adopt optimal nutritional practices, which can impede their potential achievements. In response, this Special Issue seeks to gather research papers that delve into athletes' dietary practices and their potential impacts on body composition and sports performance. Additionally, studies focusing on interventions aimed at optimizing dietary habits are encouraged. This paper outlines the key aspects and points that will be developed in the ensuing articles of this Special Issue.

The food and beverage cues in digital marketing model: special considerations of social media, gaming, and livestreaming environments for food marketing and eating behavior research

Digital marketing to children, teens, and adults contributes to substantial exposure to cues and persuasive messages that drive the overconsumption of energy dense foods and sugary beverages. Previous food marketing research has focused on traditional media, but less is known about how marketing techniques translate within digital platforms, such as social media, livestreaming, and gaming. Building upon previous theories and models, we propose a new model entitled food and beverage cues in digital marketing (FBCDM). The FBCDM model specifies key marking elements and marketing integration strategies that are common on digital platforms and are hypothesized to enhance the effects of advertising and incentive sensitization process. FBCDM also categorizes measurable outcomes into three domains that include brand, food, and social outcomes. Additionally, repeated marketing exposure and the resulting outcomes are hypothesized to have long term consequences related to consumer markets, consumption behavior, culture, and health. We include a discussion of what is currently known about digital marketing exposure within the outcome domains, and we highlight gaps in research including the long-term consequences of digital marketing exposure. The FBCDM model provides a conceptual framework to guide future research to examine the digital marketing of food and beverages to children and adolescents in order to inform government and industry policies that restrict the aggressive marketing of products associated with obesity and adverse diet related outcomes.

#workoutathome: How Instructions in the Captions of Fitfluencers' Posts Impact Adolescents' Body Satisfaction and Intention to Exercise

The present study examines how content of fitfluencers can be employed to improve body satisfaction and intention to exercise among adolescents. Specifically, this experimental study (N = 114 adolescents, age: 16-18) compares the effects of fitfluencer content with instructional captions that contain exercise or workout instructions (as a form of edutainment) with those of self-focused fitfluencer captions that emphasize the fitfluencer's appearance. These two types of captions are found to induce no significant differences in either body satisfaction or intention to exercise. In addition, there were no significant indirect effects via state appearance comparison or self-efficacy. The results do show that less state appearance comparisons increase body satisfaction, and that more self-efficacy increases body satisfaction and intention to exercise. The results suggest that instructions in fitfluencer captions do not differ from self-focused captions in their effects on body satisfaction and intention to exercise among adolescents.

Leveraging influencers to increase HPV vaccination intention: The impact of message framing and health regulatory fit using repeated measures

Through a series of two online experiments that incorporate a repeated measures design, we examine how message framing (loss versus gain) within Instagram influencers' posts interact with consumers' health regulatory orientation (promotion versus prevention) to impact HPV vaccination intention between two data collection points. Findings indicate that among those who are more prevention oriented, exposure to a loss-framed influencer advertisement was effective at increasing intention to receive an HPV vaccine relative to those that were exposed to gain-framed influencer advertisement. Based on these findings we offer theoretical and managerial implications.

A model of purchase intention of complementary and alternative medicines: the role of social media influencers' endorsements

BACKGROUND

Social Media Influencers (SMIs) are a fashionable way of marketing products by creating electronic word-of-mouth (e-WOM) on social media. The marketing of complementary and alternative medicines (CAMs) by SMIs is becoming increasingly popular and gaining credibility within consumers on social media platforms. Nonetheless, advising about healthcare products on social media should be examined as it is different from endorsing other kinds of commercial products. The aim of this study is to develop a model that provides the underlying mechanisms of the stimuli of SMIs on social media towards consumers' purchase intention of CAMs.

METHODS

This study used best fit framework synthesis methods to develop the model. A priori theory selection was conducted by identifying a BeHEMoTh strategy (Behavior of Interest, Health context, Exclusions and Models or Theories) to systematically approach identifying relevant models and theories relative to the research aim. Further evidence derived from primary research studies that describe the behavior identified is coded against selected a priori theory to develop the model.

RESULTS

This study presents a novel model for understanding the purchase behavior of CAMs using SMIs as a marketing strategy. The model included two well-known theories (theory of planned behaviour theory and source credibility theory) as well as extensive existing research from a multidisciplinary perspective. The model is exclusively designed to help identify elements affecting perceived source credibility and factors that have an influence over consumers' preferences to purchase CAMs by taking into consideration SMIs' endorsements.

CONCLUSIONS

This study provides unique insights introducing new research areas to health literature and offers, new roles for healthcare professionals in this digital era by gaining new skills and competencies required to provide more credible and accurate information about CAMs. The study also highlights the new marketing era of online health-related product endorsements and recommends that policymakers and researchers carefully evaluate the impact of SMI's on the use of CAMs, as well as to regulate the content of these promotional materials.

Virtual idol marketing: Benefits, risks, and an integrated framework of the emerging marketing field

The marketing practice involved with virtual idols became popular, leading to the emergence of virtual idol marketing. However, there is a lack of scientific understanding of this emerging marketing field. To promote a fundamental understanding of virtual idol marketing, this study clarifies the conceptual boundary of virtual idols and provides meaningful insights into the definitions, benefits, and risks of virtual idol marketing. On this basis, this study further proposes an integrated framework established on the existing theories and research to explain the potential working mechanism of virtual idol marketing. This study can increase the accumulation of knowledge in the emerging field of virtual idol marketing, provide inspiration and decision-making assistance for brands to build connections with young consumers, especially Generation Z, and provide an avenue for future research in the field of virtual idol marketing.

The three-step persuasion model on YouTube: A grounded theory study on persuasion in the protein supplements industry

Persuasion can be defined as an active attempt by a person to change the behavior and attitudes of others. The purposive attempt to influence one's behavior can originate from different areas, and people who are able to do so are often referred to as influencers. Social media platforms such as Instagram or YouTube have become crucial platforms for influencers who generate their income by recommending products and services to their followers, including cosmetics, multimedia articles or clothing. Studies indicate that influencers actively try to persuade the viewer to adopt specific desirable behavior by strategically altering their displayed behavior on social media. Such strategies have mainly been explored in the context of beauty products, where lack of expertise and misinformation might have few negative consequences. Less is known about strategies used in a health-sensitive context, such as nutritional supplements. This research addresses this gap and aims to understand persuasive techniques used by health professionals on YouTube to promote the use of protein supplements. This study is based on an interpretive paradigm using interpretive grounded theory to analyze 60 YouTube videos. We developed a three-step model of persuasion for YouTube videos consisting of the steps: reaching the message, staying on the message, and performing the action that the persuader desires. Our analysis resulted in five core themes that contributed to the persuasiveness of the analyzed YouTube videos. These themes included: Quality, curiosity, engagement, concretization, and genuineness. We conclude the paper with reflections on our model's theoretical and practical implications.

Cervical Cancer Prevention on Instagram: Content and Social Interaction Analysis of Brazilian Accounts

OBJECTIVE

The aim of the present study was to analyse the content of posts on Instagram about cervical cancer.

METHODS

It was conducted a qualitative analysis using the 50 most popular publicly available Portuguese-language Instagram posts, containing the hashtags #cervicalcancer, #papsmear, #hpv, #papillomavirus, and #hpvvac-cine, during the Brazilian national cervical cancer prevention campaign in March 2018.

RESULTS

Posts recruited using #cervicalcancer provided 60% of posts with contents related to secondary prevention; the #papsmear provided 46% of posts with irrelevant contents; the #hpv and #papillomavirus provided 50% and 64% of posts with informative content, respectively; and the #hpvvaccine provided 58% of posts with content related to primary prevention. The posts that received the highest number of likes were those from the hashtags #hpv and #papillomavirus with 151.33 and 78.00 likes/post, respectively. The majority of posts presented less than 05 comments/post, except for the #hpv, which had 64.76 comments/post. According to the users' profiles, the majority of the posts, regardless of the hashtag used, were made by health professionals.

CONCLUSION

The focus of Instagram posts about cervical cancer is on secondary prevention, which can contribute to the promotion of health behaviours not directed to aspects of primary prevention of the disease.

Motivating Social Influencers to Engage in Health Behavior Interventions

Social influencers are widely known as the promotors of purchase behavior as well as for their potential to change health behaviors among individuals in their social networks. For social influencers to be successful in changing behaviors, it is essential that they convey their message in an authentic, original, credible, and persistent manner. In the context of health behavior interventions, this requires a focus on the motivation of social influencers to engage in the intervention. This perspective article describes the importance of motivating social influencers to engage in the desired health behaviors themselves and to promote it within their social network. We briefly describe the current state of knowledge and our empirical experience in implementing health interventions with social influencers. Using insights from self-determination theory, we demonstrate how social influencers can be motivated optimally in health behavior interventions and, thereby, improving the success of the intervention. To illustrate these insights and guide intervention practice, we provide concrete examples of techniques that can be applied in health interventions involving social influencers. We conclude with directions for further research and intervention practice to improve the delivery of health behavior interventions.

The Association of Internet Use Intensity and Lifestyle Behaviors During the COVID-19 Pandemic: A Cross-Sectional Study in Chinese Adults

The COVID-19 pandemic substantially increased the intensity of internet use in humans, which has made public opinion around health and public perceptions of it more vital, and this phenomenon has had a significant impact on human lifestyle behavior. This study used cross-sectional data during the COVID-19 pandemic to explore how internet use intensity influenced lifestyle behaviors among adults, and compared the differences between samples of different ages. The findings showed that the internet use intensity among adults increased the probability of physical activity, staying up late, and high-quality eating behaviors, and that they had a statistically significant positive association. Such associations were also found in independent younger, middle-aged, and older samples. However, the internet use intensity elevated the probability of body weight gain only in the independent samples of younger, middle-aged, and older adults. Besides, internet use intensity was able to increase the probability of smoking & drinking only among the younger sample. Notably, the effect of internet use intensity on lifestyle behaviors, including body weight gain, physical activity, staying up late, and a high-quality diet, was strongest among the elderly, followed by the middle-aged, and weakest among the younger. In the process of rural and urban governance regarding citizens' health, public health agencies should remind citizens to spend a reasonable amount of time on internet use to reduce the probability of unhealthy lifestyle behaviors and improve their physical health.

Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior

This systematic review research has two objectives: (a) to identify Green Marketing (GM) practices related to the key variables of consumer purchasing behavior, and (b) to present a model for the generation of sustainable value by companies based on the results found. The PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) statement process was followed and Scopus and Web of Science (WoS) sources were used for the document search. A total of 248 documents were found (Scopus = 110; WoS = 138), and the final selection was 34 papers. The GM practices found were placed in five categories: (a) Green products and services; (b) Green business image; (c) Green advertising; (d) Green purchasing experience; (e) Green marketing mix. The key variables of purchasing behavior that were found are: Environmental awareness, Green satisfaction, Green attitude, Green purchasing intention, Green purchasing preference, Word of mouth, Perceived value, Green experiential value, Responsible consumption, Green engagement, Green trust, Green loyalty, and Green purchasing decision. Finally, a sustainable value generation model called “Green consumption cycle for sustainable value” was presented.

Impact of Thin-Ideals in Influencer Posts Promoting Healthy vs. Unhealthy Foods on Tweens' Healthy Food Choice Behavior

The current study examines how social media influencers can be deployed to promote healthy food choice behavior among tweens. In particular, we investigated whether tweens' healthy food choice behavior can be stimulated by using a thin-ideal influencer in a sponsored influencer post promoting unhealthy vs. healthy food. A two-by-two, between-subjects experimental study (influencer weight: thin-ideal vs. overweight; snack-type: unhealthy vs. healthy) was conducted with 146 tweens (11-13 years old, 73 boys). Results show that tweens' choice for a healthy snack was higher when a (female) overweight influencer promoted an unhealthy snack (compared to a healthy snack). Using a thin-ideal influencer promoting an unhealthy vs. healthy snack did not affect tweens' healthy food choices. While there were no interaction effects of influencer weight and snack type on source effects (influencer credibility, influencer admiration, and trans-parasocial interactions), the results did show that the influencer was perceived as less credible and was admired less when she was overweight vs. when she had a thin-ideal body-type.

Central Persons in Sustainable (Food) Consumption

What people eat has become a highly political issue, closely intertwined with public health, environmental concerns, and climate change. Individuals' consumption decisions tend to be greatly influenced by the people that surround them, and this seems to be especially true when it comes to food. In recent years, alongside close contacts, such as family and friends, a myriad of social influencers have appeared on the screens, sharing opinions on what (not) to eat. Presenting results from a youth survey conducted in Sweden in 2019 (N = 443), this paper shows that social media have become the primary source of information about food and eating for youths, followed by schools and families. However, primary sources of influence continue to be parents and the family at large. Furthermore, the study shows that it is possible to identify 'central persons', i.e., relatively clear-cut groups of people whose food choices-measured as tendency to eat climate friendly-is mirrored by the youths, both in their everyday food preferences and in their broader political awareness as expressed through political consumerism. A conclusion from this is that certain people can be particularly successful at inspiring larger numbers of other people to engage with healthier and environmentally friendlier (food) consumption in a society.

Continuance Intention of Online Healthcare Communities- The Mediation Mechanism of Social Interaction Ties

The purpose of this research is to evaluate the continuance usage intention on online healthcare community (OHC) platform for patients and examine the "doctor-OHC-patient" relationship. The proposed model attempted to integrate social interaction ties, shared value, trust with the indirect effects on the relationship between the determinants and continuous usage intention of the OHC platform. The empirical results showed that perceived critical mass, social identity, and para-social interaction would strengthen continuance intention via the social interaction ties. In addition, this study found that the shared values and trust increase users' willingness to continue usage of OHC. This study provides OHC platform managers with an in-depth understanding of the "doctor-OHC-patient" online social interaction. The results of this study may also help hospitals, health policy makers, and related healthcare practitioners to improve the way they use the web for advocacy and guidance, and provide insight into the intent of promoting the ongoing use of OHC platforms.

An Instagram Hashtag Fostering Science Education of Vulnerable Groups during the Pandemic

Scientific literature presents young people as a vulnerable group at risk of poverty and social exclusion. One of the elements that have the most significant impact on reducing their vulnerability is promoting education. Little is known about how social networks can promote the education of young people. To address this, the present study aims to analyse how social networks, specifically Instagram, which is one of the most used by young people, has promoted, among other aspects, the scientific education of young people during the COVID-19 pandemic. This study analyses 5000 education-related Instagram posts made during the COVID-19 pandemic (March 2021) European research project ALLINTERACT. We have analysed those posts that show, on the one hand, how citizens benefit from scientific research and, on the other hand, citizens’ awareness of the impact of scientific research. Through the analysis of the posts, it has been observed how Instagram has been a social network that has provided information and scientific advances in various branches of knowledge, created knowledge networks, and provided a channel for information about the pandemic. Through the analysis of the 5000 posts, it is evident how Instagram has provided spaces for scientific learning, fostering access to scientific education for young people.

INFLUENCER COMMUNICATION ON THE SOCIAL NETWORK INSTAGRAM

The topic of influencers has been a widely used word in recent years. It is a person who, through social media networks, influences the target groups of their followers. The aim of this paper is to analyze the communication of selected influencers on the social platform Instagram. Using classification analysis, data on individual influencers are presented. For the sake of interesting results and the proof that the success of an influencer does not only depend on how many followers they have on their profile, the influencers were selected with the help of respondents who assessed them independently. The data were obtained on the social platform Instagram and subsequently processed on the basis of the last five contributions as of April 3, 2020. This work is focused mainly on the number of responses to influencers in the form of likes or comments, furthermore we also calculate what share of their contributions is from 2020, mainly due to the fact that influencers on Instagram started to become known mostly in that year. The statistics of individual Instagram profiles and their subsequent comparison with each other are presented. The results show that it does not entirely depend on how many followers an influencer has, but that it depends more on the quality and impact of individual posts.

Promoting Fruit and Vegetable Consumption for Childhood Obesity Prevention

Currently, food marketing for unhealthy foods is omnipresent. Foods high in fat, salt, and sugar (HFSS) are advertised intensively on several media platforms, including digital platforms that are increasingly used by children, such as social media, and can be bought almost everywhere. This could contribute to the obesity epidemic that we are facing. As the majority of children and adolescents do not eat the recommended amount of fruits and vegetables (F&V), which leads to chronic diseases, we need to change the obesogenic environment to a healthogenic environment. Reducing the marketing of energy-dense snacks to children and increasing the promotion of healthier foods, such as fruits and vegetables, may be an effective and necessary instrument to improve the dietary intake of children and reduce the risk of their experiencing some chronic diseases later in life. With this focused narrative review, we provide an overview of how children and adolescents react to food promotions and how food promotional efforts might be a useful tool to increase the attractiveness of fruit and vegetables. This review therefore contributes to the question of how changing the advertising and media environment of children and adolescents could help create a world where the healthy choice is the easier choice, which would reduce childhood obesity and improve children’s health, as well as to make the food system more sustainable.

Social media use informing behaviours related to physical activity, diet and quality of life during COVID-19: a mixed methods study

BACKGROUND

This mixed methods study explored how social media use informed physical activity and diet-related behaviours, and self-perceived Quality of Life (QoL) during COVID-19, and assessed the contextual factors that drive social media use for health-related behaviour change in diverse groups. During the COVID-19 lockdown periods there were reported changes to social media use and health behaviours, and this gave an opportunity to investigate potential relationships.

METHODS

An explanatory sequential research design of two parts was used: (1) An online survey that assessed social media use in relation to physical activity levels, diet quality and QoL (n = 786; Mage 45.1 ± 19.1 (range 16-88) years; Female =69%); (2) 20 purposive focus groups (n = 69; Mage = 52.88 ± 18.45 years, Female n = 68%) to understand the contextual factors that drive social media use for health-related behaviour change. Descriptive and thematic analysis were conducted.

RESULTS

Participants in this study reported that social media facilitated the self-management of behaviours related to physical activity, diet and QoL, through access to information to inform workouts and dietary quality, and the opportunities for interaction with peers, family members and within social groups. Contextual factors including work, home and lifestyle arrangements, pre-existing health-related knowledge and behaviours, and the perceived value of social media for health influenced the relationship between social media use and self-reported outcomes. Social media influencers, peers/family members, and official organisations influenced the application of health-related information accessed via social media.

CONCLUSIONS

The evidence shows that participants were critical users of social media and were able to use social media to derive benefit for their health and wellbeing. Detailed guidance for those who use social media, as well as those who recommend and endorse social media content is required to maximise the potential of social media to support health behaviours. Future public health strategies and social media interventions should acknowledge diversity in contextual factors driving social media use for health behaviour change.

An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction

Owing to the emerging challenges on global food security and the decade of controversies over genetically modified food (hereafter GMF), the present study aims to explore the effects of advertisement framing on health and environmental benefits, sources of perceived risk reduction, and domain-specific knowledge on the acceptance of GMF. The study conducted a quasi-experimental factorial 2 (advertisement message framing: health vs. environmental benefits) × 2 (expert endorsement: present vs. absent) between-subject design involving 300 adult participants from Pakistan. Using a multi-group structural equation model, the four conditions were assigned to each participant group (n = 75) to test the hypothesized relationships. The quasi-experiment results suggested that the advertisement messages (ad-framed) incorporated with the health and environmental benefits, as delineated by experts, can be a viable communication strategy in developing effortless cognitive cues towards GMF acceptance. The pioneer findings validate the significant efficacy of advertisement messages (ad-framed with expert opinions) in reducing perceived risk through augmented objective knowledge that activates the mechanism of favorable development of attitude and acceptance of GMF. The study findings offer strategic directions to policymakers, marketers, and food technologists in raising greater awareness and acceptance towards GMF products.