Yara Qutteina|Lotte Hallez|Nine Mennes|Charlotte De Backer|Tim Smits
What Do Adolescents See on Social Media? A Diary Study of Food Marketing Images on Social Media
KU Leuven|KU Leuven|KU Leuven|University of Antwerp|KU Leuven
food marketing influences eating preferences choices especially among adolescents contributing rise overweight obesity chronic health disorders recent social media advancements provided food marketers platforms reach many personal authentic ways compared classical media advertising personalized borderless social media platforms allow marketers easily use owned paid earned wordof mouth marketing strategies including paid nonpaid influencers reach younger target audiences study therefore aims explore food messages adolescents 1218 year old encounter social media assess messages sources presence core noncore food marketing strategies employed attain indepth understanding food messages adolescents continuously exposed carried diary study 21 flemish adolescents took screenshots food images encountered social media platforms duration one week quantitative qualitative content analysis 611 images revealed adolescents mostly exposed messages noncore 67 images branded 49 images food often 49 images presented association social context hanging around friends eating restaurants celebrating food adolescents often encounter branded food images peers social media influencers majority part earned 49 branded images paid 40 branded images media food marketing research provides indepth understanding social media messages adolescents encounter daily basis sheds light food norms typically communicated social media marketers peers influencers study findings highlight prominent social media food messages tested persuasiveness providing insights future research aims assess effects social media food marketing adolescents based study findings call relevant policy actions address current social media marketing strategies targeted adolescents