Perceptions and Behaviors of 18 to 25-Year-Olds Regarding the Promotional Content of Nutritionist Content Creators on the Social Media Platform Instagram, focusing on Healthy Eating Habits

Introduction: The perceptions and behaviors of young individuals regarding healthy eating posts on Instagram are crucial as they navigate a technological and social media-driven stage, where nutrition plays a pivotal role in their development. The objective was to explore the perceptions and behaviors of individuals aged 18 to 25 concerning the promotional content on healthy eating habits provided by nutritionist content creators on the Instagram social media platform. Methods: A qualitative study with a theoretical foundation design was conducted. The research involved 30 young participants and 8 nutritionists. Young participant sampling utilized the snowball technique, involving 5 focus groups with 6 participants each, while nutritionist sampling was convenience-based, with researchers manually searching profiles using specific . Results: The young participants perceive that the information they receive and learn is effective due to the concise and understandable nature of the posts. This is reflected in their behavior as they implement what they have learned, leading to the establishment of improved eating habits. Nutritionists' posts on Instagram are leveraged effectively for better nutrition, contributing to an enhanced sense of well-being among the young participants. Conclusion: The young participants exhibited a positive reception to the promotional content on healthy eating created by nutritionists, actively implementing the recommendations, tips, and recipes provided. Communication strategies with higher acceptance included reels and posts.