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Social media marketing and consumption of nutrition and dietary information among youths in Abia state, Nigeria
Covenant Journal of Business and Social Sciences
View Archive Info| Field | Value | |
| Title |
Social media marketing and consumption of nutrition and dietary information among youths in Abia state, Nigeria
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| Creator |
Udodirim C., Amah J. & Oteh, A. Q., Oteh O. U., Obasi R. O.,
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| Description |
Malnutrition has persisted due to lack of nutritional information. Social media (SM) provides a platform to narrow communication/information gap world over. The overall objective of this study is to examine the effect of the use of social media platforms and consumption of nutritional and dietary information among youths. The central idea is that SM platforms can leverage to improve nutritional and dietary outcomes. Therefore, specifically, the study seeks to ascertain the information need of youths from the use SM platforms; various SM platforms and effect of SM platforms on consumption of nutritional information. The study was conducted in Abia state, using a sample distribution of 240 respondents. Statistically, descriptive and inferential statistics were adopted. Results revealed that youths mostly seek most information about fashion and news report. The major factors that motivate youths to seek information from social media in the study area were learning and personal development. The regression analysis revealed that Facebook, WhatsApp, Twitter and Instagram were the most widely used medium and could be vital in enhancing nutritional and dietary information. The logistic regression analysis revealed that sex, marital status and awareness of nutrition and dietary information on social media, though significant, had negative signs indicating a negative influence, while location and recommendation by experts were significant and positive variable influencing the use of social media for the consumption of nutritional and dietary information. The major militating factor in the study area are lack of awareness of nutritional information and poor economic power to buy internet data bundle. The study recommends that since the influence of SM is positive, firms can tap its youthfulness to improve knowledge and exposure. Therefore, experts can leverage on it, but must find a strong appeal that mesh into youths existing lifestyle to relate nutritional and dietary information to promote consumer familiarization, knowledge and change behaviour for a positive outcome.
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| Publisher |
Covenant University
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| Contributor |
—
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| Date |
2019-12-16
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
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| Identifier |
https://journals.covenantuniversity.edu.ng/index.php/cjbss/article/view/1800
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| Source |
Covenant Journal of Business and Social Sciences; CJBSS: Vol. 10 No. 2, Dec. 2019
2334-5708 2006-0300 |
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| Language |
eng
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| Relation |
https://journals.covenantuniversity.edu.ng/index.php/cjbss/article/view/1800/1016
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| Rights |
Copyright (c) 2019 Covenant Journal of Business and Social Sciences
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