Abstract

Spoorthi1*, Edwina Raj2, Geetha Santhosh3

ABSTRACT

Social media has emerged as a powerful force shaping dietary behaviours, particularly among women who are both active users and highly susceptible to online trends, body image ideals, and food marketing. This study explores the perceived influence of social media on the dietary choices of young adult and adult women in India, focusing on the impact of food-related content, influencer endorsements, and digital advertising. A cross-sectional survey was conducted with 100 female participants aged 18–35 years using a structured, self-administered questionnaire distributed via social media platforms. The tool assessed social networking site usage, dietary habits, exposure to food marketing, and engagement with influencers. Results revealed that Instagram (64.8%) and WhatsApp (72.2%) were the most frequently used platforms. Over half of the participants (53.7%) reported that seeing food on social media sometimes influenced their perception of that food, while 45.4% admitted to trying recipes found online. Additionally, 37% had occasionally tried new food or drink products after exposure to social media content, and 28.7% acknowledged being influenced by celebrity or influencer endorsements. A significant proportion (34.3%) reported snacking more while browsing social media, even when not hungry. However, 51.9% stated they never experienced this, indicating varied behavioural responses. While 48.1% had never followed a diet trend promoted online, nearly half had done so at least occasionally. Statistical analysis found no significant association between BMI and susceptibility to social media influence (p > 0.05). This study highlights the dual role of social media as both a resource for dietary awareness and a driver of potentially harmful behaviours. It underscores the urgent need for digital media literacy, responsible content creation, and stronger regulation of online health and nutrition claims to support healthier dietary choices among women.