Food-related information-seeking behaviour in social media

Representative online survey on usage and perceived value

Introduction

Social media¹ is becoming an increasingly important source of information, especially for young people [1]. Social media content also plays an important role in food behaviour [2–4]. In 2021, for example, the number of people in the 14+ age group in Germany who accessed information via social media increased by about 13 %. Applications such as YouTube, Facebook, and Instagram played the biggest role [1].

Against this background, this article examines the importance of social media for food-related information-seeking behaviour. The research question is: “How do social media applications affect the way people search information about food?” An exploratory online survey was conducted in order to answer this question. The research objectives were to discuss the general importance of social media alongside other sources of information, to find out which social media channels are particularly suitable for food-related topics and why, and which functions are relevant for information-seeking behaviour. This study thus contributes to the discourse on social media in the field of nutrition communication. ...

Abstract

Considering the pervasive influence of social media in contemporary society, it is pertinent to examine the extent to which food-related information-seeking behaviour has consequently been transformed. The exploratory online survey (n = 1030) used in this study, which is representative of the German population in 2021, demonstrates the significance of social media as a source of information for its primary users (aged 18–49 years) and identifies applications and technical features that are relevant for researching food-related topics online. The results demonstrate that there is an ongoing demand for specific, pertinent information that is applicable to everyday life, and that social contacts serve as a valuable source of information. The findings indicate that while friends or peers are frequently mentioned as analogue sources of information, online sources are becoming a prominent alternative to traditional sources of information such as television. Technical features of social media such as hashtags facilitate the management of vast quantities of information and encourage interactive communication. The study indicates that social food communication has evolved from the purposeful transmission of information to a process of communication about eating habits, options, and identities.

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