The Effect of Food Advertisements on Social Media on the Dietary Behaviors of the Community of King Faisal University in Saudi Arabia

OBJECTIVES: This study aimed to evaluate the effect of food advertisements on social media (Twitter, Snapchat, Facebook, and Instagram) on the dietary behaviors of 550 members (58% female) of a Saudi university (King Faisal University) through an electronic questionnaire. METHODS: The study design is cross-sectional, and an electronic questionnaire was used. The Pearson correlations were used to evaluate the relationship between food advertisements on social media watched daily and participants’ body mass index (BMI) and dietary behaviors. The one-way ANOVA analysis was used to analyze the differences between participants watched food advertisements on social media daily based on their body mass index and demographic data. RESULTS: Over 50% of the participants were students, single, healthy, normal weight, and with a household income of less than SR 1,600. The most used social media networks that viewed at least 3 food advertisements daily were Snapchat (46%) and Instagram (30%). The study findings revealed there was a low relationship (−0.14) between the participants’ body mass index and the number of food advertisements on social media watched daily. However, there was a high relationship (0.794) between food advertisements on social media watched daily and participants’ dietary behaviors, such as consuming high amounts of fast foods. Moreover, the one-way ANOVA analysis findings showed that single and divorced males with a low household income were the most affected group by food advertisements on social media watched daily. CONCLUSIONS: The study suggested taking the necessary actions to raise awareness and educate the public about healthy dietary behaviors, especially when selecting and purchasing foods advertised on social media networks. FUNDING SOURCES: None.