A influência do Instagram nas escolhas alimentares
DOI:
https://doi.org/10.34629/cpublica810Palavras-chave:
alimentação, Instagram, escolhas alimentares, influênciaResumo
As publicações sobre alimentação estão entre as mais frequentes no Instagram. Esta tendência pode ter influência no comportamento e nas escolhas alimentares dos utilizadores. Neste sentido, este trabalho procurou compreender se as publicações sobre alimentação no Instagram têm influência sobre as escolhas alimentares dos utilizadores e, se sim, de que forma e quais os fatores e características que contribuem para esta influência. Adotou-se uma abordagem quantitativa com aplicação de um inquérito por questionário. A amostra foi constituída de 1022 indivíduos, utilizadores da rede social Instagram que seguiam contas que publicavam conteúdos sobre alimentação. Concluiu-se que as publicações sobre alimentação têm muita influência nas escolhas alimentares, nomeadamente alimentar-se de forma mais saudável, cozinhar mais e experimentar alimentos diferentes do habitual. Os tipos de conta que mais influenciam os utilizadores são os dos nutricionistas, dos amigos e dos chefs de culinária. As características das publicações que mais influenciam os consumidores são a credibilidade do autor, a aparência dos alimentos e o equilíbrio nutricional. Podemos concluir também que os utilizadores que seguem mais nutricionistas têm tendência a ter uma alimentação mais saudável. Este estudo procurou preencher uma lacuna de conhecimento importante sobre o papel do Instagram na formação das escolhas alimentares, podendo dar algumas diretrizes na formulação de estratégias de comunicação e educação alimentar mais eficazes.
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