Social media and food marketing: A determining relationship in university students' consumption habits
DOI:
https://doi.org/10.29076/issn.2528-7737vol18iss49.2025pp62-81pKeywords:
Social media, food marketing, consumption habits, digital advertising, university studentsAbstract
This study aims to evaluate the relationship between exposure to digital marketing strategies on social media and the eating habits of university students. Structured surveys were conducted with 300 students from various faculties, using a correlational design and statistical analyses to measure the frequency of exposure to advertisements on digital platforms and their influence on food purchasing decisions. The results reveal that greater exposure to advertising content, particularly on Instagram, is significantly associated with an increase in preference for and consumption of processed and ultra-processed foods. Additionally, it was identified that influencer recommendations and the use of visual narratives in digital marketing enhance brand loyalty, reinforcing the perception of quality through attractive branding and packaging. The accessibility of food products in university environments also plays a crucial role in consumption frequency, highlighting the importance of proximity in points of sale. These findings underscore the need to implement responsible marketing strategies and educational programs that promote healthy eating habits, contributing to the development of policies regulating digital advertising in academic settings
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