Abstract
Background: The Internet is today the largest platform for food distribution, and there are concerns about the impact that digital marketing has in the field of nutrition by promoting non-evidence-based recommendations. The purpose of this study was to describe the user profile that draws on Instagram to follow nutrition-related content versus not, and to analyze the frequency and type of content of the information provided by nutritional influencers. Methods: A cross-sectional study involving randomly selected United States residents having an Instagram account was performed. Participants completed an anonymous online survey link. Results: From 898 respondents, 78.7% were women, and 75.6% were Millennials. Scientific evidence present in the posts was 14.3%. Influencers promoted a product or a brand in more than 90% of posts. Women followed more nutrition-related content than men (p < 0.001). Millennials, followed by Generation-Z, followed more nutrition-related content (p < 0.001). There were no significant relationships between the following status of nutrition-related content with BMI, type of job, household income, education degree, or smoking habits. Conclusions: Women and Millennials followed more nutrition-related content. Scientific evidence was scarce and commercial interest in the network was evident. The vast majority of the posts were not based on scientific evidence and instead promoted a product/supplement.
Highlights
Publisher’s Note: MDPI stays neutralSocial networks are the most revolutionary phenomenon in communication after television [1]
The impact that a platform of this type may have on the nutritional behavior and health habits of users led us to the design of the study with two main objectives: to describe the user profile that draws on Instagram to follow nutrition-related content versus not, and to analyze the frequency and type of content of the information provided by nutritional influencers
A total of 78.7% were women, a higher percentage than in the Instagram global statistics 2019 (51%) [18]; it coincides with other studies on the influence of healthy food posts on purchase intention (n = 200), where 78.2% were women [9]
Summary
Social networks are the most revolutionary phenomenon in communication after television [1]. They allow increasing social interaction on the Internet and the intention to buy [2]. The Internet is the largest platform for the food market, and there is concern that digital marketing, in the field of nutrition, does not have recommended effects, similar to television [1]. Governments have published guides to structure communication in social media and scientific nutritional activity [4]. The Internet is today the largest platform for food distribution, and there are concerns about the impact that digital marketing has in the field of nutrition by promoting non-evidence-based recommendations.
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