1.0 Introduction
1.1 Background of Study
The relationship between advertising and consumer behavior has a long-standing history, evolving significantly with technological advancements. Traditional forms of advertising, such as print, radio, and television, have historically played a crucial role in shaping consumer preferences and choices. However, with the advent of digital technology and the proliferation of the internet, advertising shifted toward online platforms, with social media emerging as a dominant medium in the 21st century (Kumar & Singh, 2018). Social media platforms began gaining popularity in the early 2000s, rapidly transforming how individuals communicate and share information. As these platforms grew, marketers recognized their potential for targeted advertising, especially among young people who are highly active online. Food and beverage companies, in particular, harnessed social media's power to reach their audience through engaging content, and personalized advertisements (Liu & Chen, 2020).
Nguyen & Lee (2021) reported that the advent of social media has revolutionized the way information is disseminated and consumed, especially among young people. With platforms like Instagram, Facebook, TikTok, and Twitter becoming integral parts of daily life, they have also become prominent channels for food marketing and advertising. Food companies increasingly leverage these platforms to reach their target audiences through visually appealing content, influencer collaborations, and targeted advertisements (Nguyen & Lee, 2021).
In Nigeria, social media usage among students has surged dramatically over recent years, making it a significant medium for advertising. This shift has raised concerns about the impact of social media food advertising on students' dietary choices, particularly given the rising prevalence of diet-related health issues such as obesity, diabetes, and cardiovascular diseases among young populations (Ojo & Akinbobola, 2020). Research indicates that food marketing on social media can significantly shape young consumers' perceptions and attitudes toward certain food products, often leading to increased consumption of unhealthy foods (Smith & Roberts, 2019).
The persuasive nature of social media advertising, coupled with peer influence and the desire for social acceptance, makes students particularly vulnerable to such marketing strategies. Food advertising on social media refers to the promotion and marketing of food products through various social media platforms such as Facebook, Instagram, Twitter, TikTok, and Snapchat. These advertisements often utilize appealing visuals, influencer endorsements, and targeted messaging to influence consumer behavior, particularly among young audiences (Smith & Jones, 2020).
Brown et al. (2019) asserted that, the influence of social media food advertising on students' food choices has become a subject of growing interest in nutritional and behavioral research. This is because such advertising can shape perceptions, preferences, and consumption patterns, sometimes promoting unhealthy eating habits such as increased intake of fast foods, sugary snacks, and sugary beverages (Brown et al., 2019). Students, being frequent users of social media, are particularly susceptible to these marketing messages, which can impact their dietary decisions and overall health.
1.2 Statement of Problems
Investigation revealed that many students spend a significant amount of their time on social media platforms, where they are repeatedly exposed to food advertisements that emphasize convenience, taste, and social acceptance rather than nutritional value. This persistent exposure is likely to influence their food preferences and choices, leading them to favor processed, high-calorie foods over healthier options. However, there is limited understanding of how these advertising strategies specifically impact the food choices of students at the Federal College of Education (Special), Oyo State, a population that is particularly vulnerable due to their frequent social media engagement and developing dietary habits.
Furthermore, while existing research suggests that social media advertising affects young people's food preferences, there is a gap in knowledge regarding the extent of this influence within the Nigerian context. It remains unclear whether students are aware of the persuasive tactics used in these advertisements and how they interpret or respond to them. Hence, the undertaking of this research work will fill in the gap by critically examining how social media food advertising affects the food choices of students at the Federal College of Education (Special), Oyo State.
1.3 Aim and Objectives of Study
The primary aim of this study is to examine the influence of social media food advertising on the food choices of students at the Federal College of Education (Special), Oyo State.
To achieve this aim, the study is guided by the following objectives:
- To identify the types of food advertisements that students are exposed to on social media platforms.
- To assess the frequency and duration of students' exposure to social media food advertising.
- To determine the influence of social media food advertising on students' food preferences and choices.
- To explore students' perceptions and attitudes towards food advertisements on social media.
- To examine the role of demographic factors such as age, gender, and social media usage patterns in shaping students' responses to food advertising.
- To recommend measures for policymakers and educational institutions to mitigate the negative effects of social media food advertising on students' dietary behaviors.
1.4 Research Questions
Based on the objectives of the study, the following research questions have been formulated:
- What types of food advertisements are students exposed to on social media platforms?
- How often and for how long do students engage with food-related content on social media?
- In what ways does social media food advertising influence students' food preferences and choices?
- What are students' perceptions and attitudes towards food advertisements encountered on social media?
- How do demographic factors such as age, gender, and social media usage patterns affect students' responses to food advertising?
- What measures can be implemented by policymakers and educational institutions to reduce the negative impact of social media food advertising on students' dietary behaviors?
1.5 Significance of Study
The outcome of this research study will be significant to students as it will increase their awareness of how social media food advertising influences their food choices, encouraging them to make more informed and healthier decisions.
The research will also benefit educators and college administrators by providing insights that will help them develop educational programs and policies aimed at promoting healthy eating habits among students.
Furthermore, this research will contribute to the existing body of knowledge on media influence and consumer behavior among young adults in educational settings.
Additionally, the study will benefit students by raising their awareness of advertising tactics and encouraging more conscious food choices, ultimately promoting better health and nutritional well-being within the student community.
1.6 Scope of Study
This study will focus on examining the influence of social media food advertising on the food choices of students at the Federal College of Education (Special), Oyo State, Nigeria. It will primarily explore social media platforms popular among Nigerian youths, such as Instagram, Facebook, and Twitter, to understand how advertising messages from Nigerian food companies and brands impact students' dietary decisions.
1.7 Limitations of the Study
The study may face limitations related to the accuracy and honesty of self-reported data from students regarding their exposure to social media advertisements and food choices. The dynamic nature of social media content means that advertisements may vary over time, affecting the consistency of data collected.
Additionally, the scope is limited to one college in Oyo State, which may not fully represent the diverse dietary behaviors and advertising exposure of students in other regions of Nigeria. Budget constraints and limited access to proprietary advertising data from Nigerian companies could also restrict the depth of analysis regarding the marketing strategies employed.
Finally, external factors such as cultural preferences, socioeconomic status, and peer influence may also impact students' food choices independently of social media advertising, posing challenges to isolating the specific effect of advertising alone.
1.8 Definition of Terms
Social Media Advertising:
Social media advertising refers to the use of online platforms such as Facebook, Instagram, Twitter, and TikTok to promote products, services, or brands through paid or unpaid messages. It involves creating engaging content that influences users' perceptions and behaviors, especially among young audiences like students. in the context of this study, social media advertising pertains to the promotional messages about food products that students encounter on these platforms, which can shape their food choices (Kaplan & Haenlein, 2010).
Food Choices:
Food choices are the decisions individuals make regarding the types, amounts, and timing of food they consume. These choices are influenced by various factors including personal preferences, cultural norms, peer influence, and advertising. In this study, food choices specifically refer to the selections students make after being exposed to food advertisements on social media (Kearney et al., 2000).
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