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The Effect of the Promotion of Vegetables by a Social Influencer on Adolescents’ Subsequent Vegetable Intake: A Pilot Study

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  • Frans Folkvord

    (Open Evidence Research, Barcelona, 08018 Barcelona, Spain
    Tilburg School of Humanities and Digital Sciences, Communication and Cognition, 5037 AB Tilburg, The Netherlands)

  • Manouk de Bruijne

    (Independent Researcher, De Boelelaan 1101, 1081 HV Amsterdam, The Netherlands)

Abstract

Marketers have found new ways of reaching adolescents on social platforms. Previous studies have shown that advertising effectively increases the intake of unhealthy foods while not so much is known about the promotion of healthier foods. Therefore, the main aim of the present experimental pilot study was to examine if promoting red peppers by a popular social influencer on social media (Instagram) increased subsequent actual vegetable intake among adolescents. We used a randomized between-subject design with 132 adolescents (age: 13–16 y). Adolescents were exposed to an Instagram post by a highly popular social influencer with vegetables (n = 44) or energy-dense snacks (n = 44) or were in the control condition (n = 44). The main outcome was vegetable intake. Results showed no effect of the popular social influencer promoting vegetables on the intake of vegetables. No moderation effects were found for parasocial interaction and persuasion knowledge. Bayesian results were consistent with the results and supported evidence against the effect of the experimental condition. Worldwide, youth do not consume the recommended amount of fruit and vegetables, making it important to examine if mere exposure or different forms of food promotion techniques for healthier foods are effective in increasing the intake of these foods.

Suggested Citation

  • Frans Folkvord & Manouk de Bruijne, 2020. "The Effect of the Promotion of Vegetables by a Social Influencer on Adolescents’ Subsequent Vegetable Intake: A Pilot Study," IJERPH, MDPI, vol. 17(7), pages 1-11, March.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:7:p:2243-:d:337426
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    References listed on IDEAS

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    1. Fabrizio Baldassarre & Raffaele Campo, 2015. "A character a day keeps the fruit on display: the influence of cartoon characters on preschoolers' preference for healthy food," International Journal of Markets and Business Systems, Inderscience Enterprises Ltd, vol. 1(3), pages 260-274.
    2. Lin, Hsin-Chen & Bruning, Patrick F. & Swarna, Hepsi, 2018. "Using online opinion leaders to promote the hedonic and utilitarian value of products and services," Business Horizons, Elsevier, vol. 61(3), pages 431-442.
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    Cited by:

    1. Sikhulumile Sinyolo & Catherine Ndinda & Conrad Murendo & Sithembile A. Sinyolo & Mudzunga Neluheni, 2020. "Access to Information Technologies and Consumption of Fruits and Vegetables in South Africa: Evidence from Nationally Representative Data," IJERPH, MDPI, vol. 17(13), pages 1-17, July.
    2. Alice Guerra & Emanuela Randon & Antonello E. Scorcu, 2022. "Gender and deception: Evidence from survey data among adolescent gamblers," Kyklos, Wiley Blackwell, vol. 75(4), pages 618-645, November.
    3. Carolin V. Zorell, 2022. "Central Persons in Sustainable (Food) Consumption," IJERPH, MDPI, vol. 19(5), pages 1-17, March.
    4. Monika Pettersen-Sobczyk, 2023. "Social Media Influencer Marketing in the Food Industry: A Spatial Distribution of Research," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 246-260.

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