The Role of Social Media Influencers in the Dietary Choices of University of Ghana Students

Abstract

Background: As social media influencers become increasingly prominent in shaping food and dietary trends, understanding their influence on students’ dietary choices is essential. This research aimed to determine the role of social media influencers in the dietary choices of University of Ghana students. Methods: This was a mixed-methods cross-sectional study involving 348 undergraduate students aged 17-25 years from the University of Ghana. Kobo Collect software was used to collect information on socio-demographic characteristics, social media usage, the influence of social media influencers on dietary content, and dietary choices. There were ten dietary choices questions, and they were measured as good or poor dietary choices and coded as good=1 and poor=0. Data on selected foods consumed by participants were collected using a food frequency questionnaire. Quantitative data were analyzed using SPSS (version 26). Qualitative data were analyzed using thematic analysis. Results: Participants were aged between 17 and 25 years and included 201 (58%) females and 147 (42%) males. Selected foods reportedly consumed daily by participants included cereals (34% of participants), meat (44%), egg (56%), and fish (55%). Percentage of participants who reported low influence of social media influencers (SMIs) on their dietary choices was 64%, whereas 32% reported a medium influence, and 4% reported a high influence. The percentage of participants classified as having good dietary choices was 80%. Participants’ sex was associated with having good dietary choices; males were more likely to have good dietary choices than females (adjusted OR (95% CI: 3.2 (2.0, 5.2); P < 0.001). The role of SMIs in influencing the dietary choices of participants was modified by participants’ age (P-Interaction = 0.04), number of SMI followed (P-Interaction = 0.05) and verified SMI followed (P Interaction = 0.02). For example, among young participants (aged 17-19 years) the likelihood of having good dietary choices was nearly four times greater in those with high SMIs role compared with those with low SMI role (adjusted OR (95% CI): 3.7 (1.3, 10.6); P = 0.04). In older participants, however, the likelihood of having good dietary choices was only two times greater in those with high SMI role compared with those with low SMI role (adjusted OR (95% CI): 1.8 (0.7, 5.0); P = 0.05). Focus group discussions highlighted additional influences, including cost, peer influence and time constraints, with students expressing skepticism toward influencers’ advice. Both results indicates that while SMIs have some influence, other factors play a larger role in students’ dietary decisions. Conclusion: Social media influencers play a role in influencing University of Ghana students’ dietary choices, but their influence is limited by various factors