Young adults' sought gratifications from, and perceptions of food advertising by, social media influencers: a qualitative approach.

ABSTRACT:

Background

This study aims to explore young adults' sought gratifications from social media influencers and whether they are exposed to food advertising by influencers. Further, it aims to understand how young individuals perceive food advertisements by social media influencers.

Methods

This qualitative study was conducted on 17 students from two public universities-King Abdul Aziz and Jeddah universities-located in the City of Jeddah, Saudi Arabia, using in-depth, face-to-face, and semi-structured interviews. The participants were active users of social media platforms who followed at least one influencer. Thematic analysis was used to analyse the data. The COREQ guidelines for reporting qualitative research (see Additional file 2) were followed when stating the findings.

SUBMITTER: Alhothali GT 

PROVIDER: S-EPMC10521410 | biostudies-literature | 2023 Sep

REPOSITORIES: biostudies-literature