Young adults' sought gratifications from, and perceptions of food advertising by, social media influencers: a qualitative approach.

BACKGROUND: This study aims to explore young adults' sought gratifications from social media influencers and whether they are exposed to food advertising by influencers. Further, it aims to understand how young individuals perceive food advertisements by social media influencers. METHODS: This qualitative study was conducted on 17 students from two public universities-King Abdul Aziz and Jeddah universities-located in the City of Jeddah, Saudi Arabia, using in-depth, face-to-face, and semi-structured interviews. The participants were active users of social media platforms who followed at least one influencer. Thematic analysis was used to analyse the data. The COREQ guidelines for reporting qualitative research (see Additional file 2) were followed when stating the findings. RESULTS: The findings reveal ten themes, that is, seven gratifications sought by young adults-broadening knowledge, perceived usefulness, self-improvement, boosting positivity, fostering morale, reinforcing inspiration, and passing time/enjoyment-and three themes (i.e. repeated, authentic, and unhealthy) that describe how Saudi young adults perceive food advertising. CONCLUSION: This study contributes to social media influencer marketing by identifying the factors that motivate young consumers to follow influencers, and it elucidates the extent to which young adults are exposed to food marketing, adding to the body of literature on food advertising.

Exposure to Food Marketing via Social Media and Obesity among University Students in Saudi Arabia.

This study investigated the associations between obesity and unhealthy food/drink intake with both the frequency of social media platform usage and food/drink marketing exposure on social media. Data were obtained from 316 university students aged 18−29 years at two universities in Jeddah, Saudi Arabia. These participants completed online questionnaires with sections on demographics, anthropometric measurements, social media platform usage, food marketing exposure via social media, and unhealthy food consumption. All of the participants, 20.3% and 13.6% were overweight and obese, respectively. Snapchat was the most popular application (85.8%), followed by Instagram (75%), YouTube (61%), Twitter (51%), and TikTok (50%). The obese participants were more likely to purchase foods/drinks after watching relevant social media advertisements than their non-obese counterparts (p < 0.04). Moreover, those who purchased foods/drinks more frequently after watching such advertisements consumed higher amounts of potato chips (p < 0.01) and fast foods (p < 0.03). Finally, those who used Snapchat, TikTok, and Instagram tended to have higher consumption rates for potato chips (p < 0.02), fast foods (p < 0.01), sweets (p < 0.02), and sugary drinks (p < 0.04). Public health policymakers in Saudi Arabia should consider regulating unhealthy food and drink advertisements on social media platforms, especially those targeted at younger generations.

Sociodemographic Characteristics and Dietary Choices as Determinants of Climate Change Understanding and Concern in Saudi Arabia.

Climate change poses a global threat to public health. This study investigated the understanding of, and concern over, climate change in Saudi Arabia and examined the associations with sociodemographic characteristics and dietary choices. This cross-sectional study consisted of 280 participants recruited via an online survey. Of the study participants, 45% demonstrated a sufficient understanding of climate change, and 56% were highly concerned about climate change. Male sex, medium-high monthly income, high education, and governmental employees were determinants of sufficient understanding of and great concern over climate change. Participants who exhibited a high understanding of climate change score demonstrated significantly higher consumption of vegetables (3.47 ± 0.98) and vegetable oils (3.26 ± 1.07) than participants with a low understanding score (3.31 ± 0.96 and 3.00 ± 1.01, respectively) (p ≤ 0.01). Additionally, participants with higher concern of climate change scores exhibited lower consumption of red meat (p = 0.0001), poultry (p = 0.003), margarine (p = 0.02), and soy products (p = 0.04). The study revealed a poor understanding of, but great concern over, climate change. The intake of non-climate-friendly food was typically higher than that of climate-friendly food. These findings are critical for developing strategies to enhance awareness of climate change and encourage people to consume climate-friendly food to mitigate climate change and improve public health.