Utjecaj influencera i influencer marketinga na prehrambeno ponašanje djece i adolescenata

undergraduate thesis

• Title (english): How influencers and influencer marketing affect the eating behavior of children and adolescents
• Author: Iva Mađarić
• Mentor: Jasenka Gajdoš Kljusurić (mentor)
• Granter: University of Zagreb; Faculty of Food Technology and Biotechnology; (Department of Process Engineering); (Laboratory for Measurement, Regulation and Automatisation); Zagreb
• Defense date and country: 2022-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Nutrition

Abstract

Porast popularnosti društvenih medija doveo je do pojave tzv. influencera koji putem različitih plat-formi mogu utjecati na ponašanje velikog broja ljudi, a samim time i na prehranu pojedinaca. Influencer marketing danas je sve češća pojava. Cilj ovog rada bio je ispitati kako influenceri i influencer marke-ting utječu na prehrambeno ponašanje djece i adolescenata te utvrditi kakve prehrambene proizvode influenceri promoviraju kroz sadržaj namijenjen ovim dobnim skupinama. Iako se pokazalo da promo-viranje hrane niske nutritivne gustoće od strane influencera može potaknuti veći unos spomenute hrane, kao i veći energetski unos, promicanje „zdrave hrane“ nije bilo učinkovito. Većina promocija hrane odnosila se na prehrambene artikle s visokim sadržajem masti, dodanog šećera i soli. Neki influenceri potiču nepoželjna prehrambena ponašanja koja kod adolescenata mogu povećati rizik od poremećaja prehrane. Prikupljeni podaci ukazuju na potrebu za učinkovitijom regulacijom pravila koja bi djeci i adolescentima omogućila sudjelovanje u digitalnom okruženju bez negativnog utjecaja na njihove pre-hrambene obrasce.

Abstract (english)

The rise in popularity of social media has led to the emergence of the so-called "influencers" who, through various platforms, can influence the behaviour of many people, and thus the diet of individuals. Influencer marketing is an increasingly common phenomenon today. The aim of this work was to exa-mine how influencers and influencer marketing affect the eating behaviour of children and adolescents and to determine what food products influencers promote through content intended for these age groups. Although it has been shown that the promotion of unhealthy foods by influencers can encourage a higher intake of said foods, as well as a higher energy intake, the promotion of healthy foods has not been effective. Most of the food promotions were about food items with high fat, sugar and salt content. Some influencers encourage dangerous eating behaviours that can increase adolescents’ risk of eating disorders. The collected data indicate the need for more effective regulation of rules that would enable children and adolescents to participate in the digital environment without a negative impact on their nutritional health.

• Keywords: influencer; influencer marketing; prehrana djece; prehrana adolescenata
• Keywords (english): influencer; influencer marketing; children nutrition; adolescent nutrition
• Language: croatian
• URN:NBN: urn:nbn:hr:159:096574
• Study programme: Title: Nutrition; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) nutricionizma (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) nutricionizma)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-06-19 07:36:02