How Businesses on Social Media platforms use fake information to gain popularity and how it impacts the lives of social media users.
Case study: YouTube fast food vlogging and its impacts on youngsters in Delhi (India).
How Businesses on Social Media platforms use fake information to gain
popularity and how it impacts life of social media users.
Case study: YouTube fast food vlogging and its impacts on youngsters in
Delhi (India).
Literature review: -
Teens today are not familiar with a world without social media because they
were raised in the smartphone age. Starting around age 10, most teenagers use
social media (BBC Newsround, 2016 cited in Westenberg, 2016). Influencer
marketing has developed into a fantastic technique used by business owners to
increase their worth through partnerships with well-known social media users (Luong
and Ho, 2023). Nowadays, children spend many hours on the internet watching
YouTube videos of their favourite vloggers engaging in various activities such
gaming, unboxing toys, product reviews, making jokes, making food recipes, food
related content, or simply going about their everyday lives. With the intention of
gaining a sizable following, these vloggers consistently share visually appealing and
engaging content (Lakshmipriya, 2020; Luong and Ho, 2023; Veirman et. al., 2018).
Young people and society are under the influence of new media, which pushes and
influences them to consume every aspect of their lifestyle. Food videos ranging from
expensive hotel cuisine to street food are being produced. Individuals are willing to
spend money on food by trying out new things (Lakshmipriya, 2020).
One of the living thing’s basic needs for survival is food (Lakshmipriya, 2020).
A good food is the necessity of a healthy body and mind (Nair and L., 2021). Fast
food is widely consumed by kids and teenagers, but it has frequently been linked to
detrimental effects on nutrition and overall health (Seo et. al., 2011). The majority
food shown in the videos are unhealthy and non – essential foods (Martinez-Pastor
et. al., 2021). Digital food marketing effects children’s eating behaviour (Coates et.
al., 2019). Children’s immediate intake of food beverages high in fat, sugar, and/or
salt (HFSS) is increased when they are exposed to influencer marketing (Coates
et.al., 2019, Coates et. al., 2020). On YouTube, one of the most widely used social
media sites nowadays, content on food is the second most popular topic. These
kinds of vlogs are profitable for YouTubers, and they are now a source of revenue for
all of them. The audience is especially drawn to food vlogging channels to learn
more about the food that are readily available to them (Lakshmipriya, 2020).
Hazardous bacteria, viruses, parasites, or chemical substances found in
contaminated food can cause over 200 ailments, ranging from cancer to diarrhoea.
In addition, it perpetuates a sickening cycle of malnourishment and sickness that
primarily strikes the unwell, elderly and small (WHO, 2022). According to the Health
Foundation, smoking is now the leading risk factor for avoidable illness in England,
closely followed by poor diet. Over 25% of the UK population is fat, and 33% of 11
year olds graduate from elementary school overweight or obese. Obesity rates are
still rising. Anxiety and stress caused by hunger are also a problem for a large
number of people in the UK (The Health Foundation, 2017). The economy and public
health are both impacted by food safety and making it a crucial problem. A
, contaminated meal can have serious effects that range from a little sickness to
death. To stop foodborne illnesses from spreading, it is crucial to make sure that food
is clean and safe (WHO, 2022).
According to study, published in the BMJ, suggests that low mood might be
caused by inadequate nutrition and that people’s mental and physical health could
be safeguarded by eating a healthier diet (Firth et. al., (2020). According to UNICEF,
kids discussed with them the mental health issues associated with unhealthy eating
environments, like negative body image, low self-esteem, and the stigma associated
with being obese (Fore and Forman, 2021). According to Cleveland Clinic, a lot of
people use food as a coping strategy to handle emotions like stress, boredom, or
anxiety—or even to extend happy feelings. Eating to relieve your emotions can be
helpful in the short term, but it frequently results in regret and guilt and can even
make the negative feelings worse (Cleveland Clinic, 2023).
In everyone’s lifespan, good health and a better productive lifestyle are based
on their nutrient sufficiency. The amount of food produced by farmers on agricultural
land largely determines the availability of nutrients to humans. While national
development initiatives will stall, individuals will suffer, and societies will degenerate
if agricultural systems are unable to provide enough food in sufficient quantities and
diversity to meet of the nutrients required for human survival (Welch, 2002).
A study by Cummings et. al. (2010) stated that 6% of children suffer from food
allergies, and there was no cure of allergies. The best course of action is to avoid
index allergens and have quick access to the nearest rescue medication. Food
allergies and hypersensitivity have a significant effect on children’s and adolescents’
quality of life (QoL), as well as the psychological distress they cause for themselves
and their families. It is also clear that allergies have a significant psychological effect
on kids, teens, and their families. Specifically, the ongoing attention to allergen
avoidance and the day-to-day management of food allergies effect social gatherings
and everyday family activities.
According to a study by Luong and Ho (2023), that the focus of the video was
on advertisement content quality and reliability of influencers. The intake of fast food
and the resulting of negative customer emotions of the unfavourable body
evaluations. The findings show that after taking fast food, customers feel has
experience shame and remorse related to their body image. They admire that after
consuming unhealthy food they get ashamed and feel that they are not taking steps
towards a healthy lifestyle (Aydin et. al., 2018). Plan diet is the only solution to whom
feel guilt after consuming fast food (Lozinski, 2011 cited in Aydin et. al., 2018). The
association between shame and fast-food intake is the only one where sociocultural
pressure acts as a moderator. This can be explained by the fact that everyone
experiences guild after consuming fast food and sociocultural pressure is not a
prerequisite for this to happen. This is also linked to perceptions of one’s own self
playing a bigger part. Overall, it impacts health and mind (Aydin et. al., 2018)
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