Influence of Social Media on Food Choices and Consumption Patterns of Undergraduates in a Nigerian University: A Cross-Sectional Study

Abstract

Introduction: Social media plays a significant role in shaping the behaviors of undergraduates, including food choices. This study examined the influence of social media on food choices and consumption patterns among undergraduates at a Nigerian university. Methods: A descriptive cross-sectional study of 400 students was conducted using multistage sampling. Data were collected via a pre-tested, interviewer-administered questionnaire on sociodemographic, food consumption, social media use, and its perceived influence on food choices. Analyses were conducted in SPSS v29, reporting means, standard deviations, frequencies, and percentages. Binary logistic regression assessed associations between social media use and food consumption, with significance at P<0.05. Results: Respondents’ mean age was 21.17 ± 2.00 years, with 49.8% aged 15–20. WhatsApp (84.2%) and YouTube (80.7%) were the most used platforms. Over 60% reported that social media influenced their food choices. Confectioneries (70.5%), vegetables (62.5%), and oils (62.3%) were commonly consumed, while alcohol was least consumed (14.5%). Higher social media use was significantly associated with frequent meat and poultry consumption (OR=2.18, P=0.018) and lower odds of oil consumption (OR=0.42, P=0.002). Conclusion: The findings highlight the influence of social media on students’ diets, suggesting the need for nutrition professionals to promote healthier food choices through social platforms.