Social Media Food Ads Hype and Adolescent Obesity Upsurge in Nigeria A
Principal Investigator(s): View help for Principal Investigator(s) Idongesit Eshiett, Akwa Ibom State University
Version: View help for Version V2
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Project Citation:
Eshiett, Idongesit. Social Media Food Ads Hype and Adolescent Obesity Upsurge in Nigeria A. Ann Arbor, MI: Inter-university Consortium for Political and Social Research [distributor], 2023-11-05. https://doi.org/10.3886/E194921V2
Project Description
Summary:
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The devastating effect of obesity on humanity transcends race, regional barriers and national developmental
status. This has become a global dilemma; as nations figures-out better ways of ensuring safe consumption
pattern amongst all age brackets. The situation has become very complex due to the expanding effect of non-regulated social media ads on availability of all forms of eatable items in all facets of human endeavor.
The aim of this research is to evaluate the pernicious effect of social media ads hype on obesity increase amongst adolescents and adults in in three (3) selected districts in Akwa Ibom State, Nigeria.
The underlying issues to be unravelled by this study includes: the prevailing effect of un-regulated social network activities, the changing urban lifestyle of obese persons and the increased availability of low cost processed foods occasioned by global competitiveness and economic liberalization.
The study covered a period of four years (2017-2021) by selecting medical centres from each of the three districts under study in which, relevant information was obtained to affirm obese person; We observed a steady annual percentage increase of (2018- 2019 -20%, 2019 – 2020- 37% and 2020 -2021 – 32%), based om average Body Mass Index(BMI) of each individual that is above 30kg/m2.
The conceptual framework adopted for the study is a combination of how social interaction affect consumption behavior through the interchange between; Personal consumption decision, interpersonal consumption decision, institutional influence on consumption pattern, neighborhood influence, and health regulatory processes/procedures.
The study adopted descriptive research technique whereby questionnaires were administered to identify respondents, and comprehensive interviews were also conducted to obtain detail facts from respondents on areas that was not fully covered by the questionnaire, based on Systematic review of literature.
The outcome revealed a significance interrelationship between the variables of the construct. The outcome of the study revealed an interrelationship between social media ads on food items and obesity amongst adolescence and adults in study area.
The implication of the study, creates a pathway for future research to expand the age bracket to include children, and encourage health regulatory authorities to step up the process of control on unwholesome food advertising.
The study recommended a policy framework that will regulate social food item to mitigate the health effect of obesity amongst the categories of persons under study
The aim of this research is to evaluate the pernicious effect of social media ads hype on obesity increase amongst adolescents and adults in in three (3) selected districts in Akwa Ibom State, Nigeria.
The underlying issues to be unravelled by this study includes: the prevailing effect of un-regulated social network activities, the changing urban lifestyle of obese persons and the increased availability of low cost processed foods occasioned by global competitiveness and economic liberalization.
The study covered a period of four years (2017-2021) by selecting medical centres from each of the three districts under study in which, relevant information was obtained to affirm obese person; We observed a steady annual percentage increase of (2018- 2019 -20%, 2019 – 2020- 37% and 2020 -2021 – 32%), based om average Body Mass Index(BMI) of each individual that is above 30kg/m2.
The conceptual framework adopted for the study is a combination of how social interaction affect consumption behavior through the interchange between; Personal consumption decision, interpersonal consumption decision, institutional influence on consumption pattern, neighborhood influence, and health regulatory processes/procedures.
The study adopted descriptive research technique whereby questionnaires were administered to identify respondents, and comprehensive interviews were also conducted to obtain detail facts from respondents on areas that was not fully covered by the questionnaire, based on Systematic review of literature.
The outcome revealed a significance interrelationship between the variables of the construct. The outcome of the study revealed an interrelationship between social media ads on food items and obesity amongst adolescence and adults in study area.
The implication of the study, creates a pathway for future research to expand the age bracket to include children, and encourage health regulatory authorities to step up the process of control on unwholesome food advertising.
The study recommended a policy framework that will regulate social food item to mitigate the health effect of obesity amongst the categories of persons under study
Funding Sources:
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Personal (N/A)
Scope of Project
Subject Terms:
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adolescents;
Obesity;
food safety;
social media;
advertising
Geographic Coverage:
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Developing Nations - Nigeria
Time Period(s):
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2/23/2017 – 12/18/2021 ('July 2023')
Collection Date(s):
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2/8/2017 – 10/25/2021
Universe:
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Figure 3: Obesity Trend 1999 - 2016
Figure 1: Global Obesity Pandemic shaped by global drivers and local environment 1974-2004
Figure 2: Global Obesity (Overweight) Prevalence
Figure 3: Obesity Trend 1999 - 2016![]()
Data Type(s):
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medical records;
observational data;
other;
survey data
Collection Notes:
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The multi-stage approach involves series of assessments which was
initiated by adopting items from previous studies of marketing communication.
Series of studies on social media advertising social media promotion effect on
adult and adolescent obesity was adapted from; (Bronner; & Neijens 2006;
Keller 2009; & Buil, de Chernatony, et al. 2013), social media interactive
marketing (Keller, 2009; & Kim & Ko, 2012).
Methodology
Response Rate:
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Table 1: Response Rate
Questionnaire not returned by respondents - 21 respondents representing 7%
Questionnaires not Usable - 7 respondents representing 2%
Valid questionnaire - 280 respondents representing 91%
Total 308 respondents representing 100%
Source: Field survey, 2022.
Questionnaire not returned by respondents - 21 respondents representing 7%
Questionnaires not Usable - 7 respondents representing 2%
Valid questionnaire - 280 respondents representing 91%
Total 308 respondents representing 100%
Source: Field survey, 2022.
Sampling:
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In ascertaining randomness in selecting the sample of the study, random
sampling procedure was adopted. Each of the districts were haphazardly selected
to ensure that each district (Uyo, Eket & Ikot Ekpene) had equal chance of
being selected selection for the study
Data Source:
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The first phase was
the allocation of questionnaires to each of the district in the following proportion,
the total number of administered questionnaire was 308, this was allocated to
the three districts in the ratio of (4:3:3) and represented thus;
i) (Uyo – 123 questionnaire;
ii) Eket – 92 questionnaire, and
iii) Ikot Ekpene – 92 questionnaire.
The increase in the number of questionnaire allocated to uyo is because of the status of the district as the state capita, hence, the city has a cross-section of other tribes living in the district.
i) (Uyo – 123 questionnaire;
ii) Eket – 92 questionnaire, and
iii) Ikot Ekpene – 92 questionnaire.
The increase in the number of questionnaire allocated to uyo is because of the status of the district as the state capita, hence, the city has a cross-section of other tribes living in the district.
Collection Mode(s):
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face-to-face interview;
other;
self-enumerated questionnaire;
telephone interview
Scales:
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multi-stage technique of developing scale and ascertaining the validity
and reliability of the measurement scales adapted for research. (Sunders, et al. 2007)
Weights:
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We
observed a steady annual percentage increase of (2018-2019 -20%, 2019 – 2020-
37% and 2020 -2021 – 32%), based on average Body Mass Index (BMI) of each individual
that is above 30kg/m2.
Unit(s) of Observation:
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308
Geographic Unit:
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Dveloping Nation - Nigeria
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