International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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The Role of Social Media Influencer Endorsements in Shaping Young Adults’ Food Choices and Nourishment

Author(s) Mr. Akhil Aji, Prof. Suparna Mukherjee
Country India
Abstract The study explores how social media influencer endorsements shape young adults’ food choices, purchasing behaviour, and understanding of nourishment. A quantitative approach was adopted, and data were gathered through an online survey completed by eighty-two respondents aged 18-29. Descriptive statistics were used to examine patterns of social media exposure, perceived credibility, and behavioural response. Most participants reported using social media several times a day, with Instagram emerging as the main platform for food-related influencer content. Although influencer recommendations were generally viewed as moderately credible, many respondents acknowledged trying new food items or making purchases based on endorsements. More than half also reported feeling uncertain about what qualifies as healthy eating after exposure to influencer content, and a majority believed that such content makes unhealthy foods appear more acceptable. The findings indicate that influencer marketing functions not only as a promotional tool but also as a factor shaping dietary perceptions and everyday food decisions. The results highlight the importance of strengthening digital and nutritional literacy, while encouraging greater responsibility and transparency in online food communication.
Keywords Social media influencers, food consumption behaviour, young adults, influencer marketing, purchase intention, nutritional perception, digital media literacy.
Field Sociology > Journalism / Media
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-03-11
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.71189
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E-ISSN 2582-2160
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