IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v7y2023i7p1854-1868.html
   My bibliography  Save this article

Social Media Food Ads Hype and Adolescent Obesity Upsurge in Nigeria

Author

Listed:
  • Idongesit Oto Eshiett

    (Department of Marketing, Faculty of Management Sciences, Akwa Ibom State University, Obio Akpa Camous, Nigeria.)

  • Oto Eyamba Eshiett

    (Department of Business Administration, Faculty of Management Sciences, ICT University, Msassi, Yaunde, Cameroon)

Abstract

The devastating effect of obesity on humanity transcends race, regional barriers and national developmental status. This has become a global dilemma; as nations figures-out better ways of ensuring safe consumption pattern amongst all age brackets. The situation has become very complex due to the expanding effect of non-regulated social media ads on availability of all forms of eatable items in all facets of human endeavour. The aim of this research is to evaluate the pernicious effect of social media ads hype on obesity increase amongst adolescents and adults in in three (3) selected districts in Akwa Ibom State, Nigeria. The underlying issues to be unravelled by this study includes: the prevailing effect of un-regulated social network activities, the changing urban lifestyle of obese persons and the increased availability of low cost processed foods occasioned by global competitiveness and economic liberalization. The study covered a period of four years (2017-2021) by selecting medical centres from each of the three districts under study in which, relevant information was obtained to affirm obese person; We observed a steady annual percentage increase of (2018-2019 -20%, 2019 – 2020- 37% and 2020 -2021 – 32%), based om average Body Mass Index(BMI) of each individual that is above 30kg/m2. The conceptual framework adopted for the study is a combination of how social interaction affect consumption behavior through the interchange between; Personal consumption decision, interpersonal consumption decision, institutional influence on consumption pattern, neighborhood influence, and health regulatory processes/procedures. The study adopted descriptive research technique whereby questionnaires were administered to identify respondents, and comprehensive interviews were also conducted to obtain detail facts from respondents on areas that was not fully covered by the questionnaire, based on Systematic review of literature. The outcome revealed a significance interrelationship between the variables of the construct. The outcome of the study revealed an interrelationship between social media ads on food items and obesity amongst adolescence and adults in study area. The implication of the study, creates a pathway for future research to expand the age bracket to include children, and encourage health regulatory authorities to step up the process of control on unwholesome food advertising. The study recommended a policy framework that will regulate social food item to mitigate the health effect of obesity amongst the categories of persons under study.

Suggested Citation

  • Idongesit Oto Eshiett & Oto Eyamba Eshiett, 2023. "Social Media Food Ads Hype and Adolescent Obesity Upsurge in Nigeria," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(7), pages 1854-1868, July.
    • Handle: RePEc:bcp:journl:v:7:y:2023:i:7:p:1854-1868
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-7-issue-7/1854-1868.pdf
    Download Restriction: no
    File URL: https://www.rsisinternational.org/journals/ijriss/articles/social-media-food-ads-hype-and-adolescent-obesity-upsurge-in-nigeria/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Manfred Bruhn & Verena Schoenmueller & Daniela B. Schäfer, 2012. "Are social media replacing traditional media in terms of brand equity creation?," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 770-790, August.
    2. Tucker, L.A. & Bagwell, M., 1991. "Television viewing and obesity in adult females," American Journal of Public Health, American Public Health Association, vol. 81(7), pages 908-911.
    3. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    4. Keith S. Coulter & Manfred Bruhn & Verena Schoenmueller & Daniela B. Schäfer, 2012. "Are social media replacing traditional media in terms of brand equity creation?," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 770-790, August.
    5. Manfred Bruhn & Verena Schoenmueller & Daniela B. Schäfer, 2012. "Are social media replacing traditional media in terms of brand equity creation?," Management Research Review, Emerald Group Publishing Limited, vol. 35(9), pages 770-790, August.
    6. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Amel Pintol & Nereida Hadziahmetovic, 2023. "The Mediating Role of Brand Trust in Social Media Marketing Activities and Brand Equity Relationship: Case of Bottled Water Brands in the Market of Bosnia and Herzegovina," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 9(1), pages 5-20.
    2. Abdulla H. Fetais & Raed S. Algharabat & Abdullah Aljafari & Nripendra P. Rana, 2023. "Do Social Media Marketing Activities Improve Brand Loyalty? An Empirical Study on Luxury Fashion Brands," Information Systems Frontiers, Springer, vol. 25(2), pages 795-817, April.
    3. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    4. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    5. Ishita Chakraborty & Joyee Deb & Aniko Oery, 2020. "When Do Consumers Talk?," Cowles Foundation Discussion Papers 2254R3, Cowles Foundation for Research in Economics, Yale University, revised Feb 2023.
    6. Hu, Han-fen & Krishen, Anjala S. & Barnes, Jesse, 2023. "Through narratives we learn: Exploring knowledge-building as a marketing strategy for prosocial water reuse," Journal of Business Research, Elsevier, vol. 158(C).
    7. Wu, Chih-Wen, 2016. "The performance impact of social media in the chain store industry," Journal of Business Research, Elsevier, vol. 69(11), pages 5310-5316.
    8. Douglas Chiguvi, 2022. "Effectiveness of traditional and digital advertising platforms for the marketing of tourism," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(10), pages 01-12, December.
    9. Satheeka Kavisekera & Nalin Abeysekera, 2016. "Effect Of Social Media Marketing On Brand Equity Of Online Companies," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 201-216, November.
    10. Khoirina Kencana Ningrum & Ratna Roostika, 2021. "The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(5), pages 34-45, July.
    11. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.
    12. Wioleta Kucharska, 2017. "Consumer social network brand identification and personal branding. How do social network users choose among brand sites?," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1315879-131, January.
    13. Fronzetti Colladon, Andrea, 2018. "The Semantic Brand Score," Journal of Business Research, Elsevier, vol. 88(C), pages 150-160.
    14. Dionisia Tzavara & Phaedra Clarke & Fotios Misopoulos, 2019. "An Investigation of the Impact of Facebook and Instagram on Consumer Buying Behaviour: The Case of Retail Fashion Consumers in Rhodes, Greece," International Journal of Business and Economic Sciences Applied Research (IJBESAR), International Hellenic University (IHU), Kavala Campus, Greece (formerly Eastern Macedonia and Thrace Institute of Technology - EMaTTech), vol. 12(2), pages 81-87, December.
    15. Algharabat, Raed & Rana, Nripendra P. & Alalwan, Ali Abdallah & Baabdullah, Abdullah & Gupta, Ashish, 2020. "Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    16. Chung, Yerim & Kim, Alex Jiyoung, 2020. "Effects of mergers and acquisitions on brand loyalty in luxury Brands: The moderating roles of luxury tier difference and social media," Journal of Business Research, Elsevier, vol. 120(C), pages 434-442.
    17. Fink, Matthias & Koller, Monika & Gartner, Johannes & Floh, Arne & Harms, Rainer, 2020. "Effective entrepreneurial marketing on Facebook – A longitudinal study," Journal of Business Research, Elsevier, vol. 113(C), pages 149-157.
    18. Simon Chadwick & Alex Fenton & Richard Dron & Wasim Ahmed, 2021. "Social Media Conversations About High Engagement Sports Team Brands," IIM Kozhikode Society & Management Review, , vol. 10(2), pages 178-191, July.
    19. Rammer, Christian & Es-Sadki, Nordine, 2023. "Using big data for generating firm-level innovation indicators - a literature review," Technological Forecasting and Social Change, Elsevier, vol. 197(C).
    20. Godey, Bruno & Manthiou, Aikaterini & Pederzoli, Daniele & Rokka, Joonas & Aiello, Gaetano & Donvito, Raffaele & Singh, Rahul, 2016. "Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior," Journal of Business Research, Elsevier, vol. 69(12), pages 5833-5841.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:7:y:2023:i:7:p:1854-1868. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://www.rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.