Paper Contents
Abstract
Children are exposed to food and beverage marketing on a more frequent basis, but less is known about the precise consequences of marketing through the medium that kids use the most.The expenditure allocated by the food and beverage industries for marketing to children has significantly increased, which is in line with the global rise in childhood obesity.The study aim is to investigate if there is a substantial link between studentsbehavioural intent and the opinions of social media influencers on their food choices. A total of 80 online questionnaires were distributed to the Students, However, only 53 questionnaires were returned. The final sample of the study consists of 53 respondents about 37.7 are males while 62.3 are females. Age between 20 and 30 years are participated. Almost half of the students were undergraduates (75%) and others were postgraduates (25%). The relationship bw age and used social networking site correlation is slightly positive. The null hypothesis (H) investigates whether there is a significant relationship between the ages of students towards social media sites. ( .001, p <0.05). Therefore, hypothesis (H) is rejected.The intention of this study was to investigate students attitude and subjective norms on social media influencers among students in Ibadat International University Islamabad. Furthermore, this study also investigates the relationship between social media influencers and students behavioral intent on their dietary choices.The findings show a considerable influence on many diet-related consequences of promoting unhealthy food and beverages through children's media. This review offers convincing evidence of the necessity for regulations aimed at screen-based marketing when coupled with current data on this effect in other contexts.
Copyright
Copyright © 2023 Farheen Shahid . This is an open access article distributed under the Creative Commons Attribution License.
