Impact of social media on dietary choices among university students: a cross-sectional study of peers, influencers, and food advertisements

Background: Social media platforms are widely used by young adults and are commonly associated with dietary choices through frequent exposure to food-related content from peers, influencers, and advertisements. Objective: This study examined the association between food-related social media exposure and perceived dietary choice tendencies among undergraduates at a public university in Ghana. Methods: A cross-sectional survey was conducted among 947 undergraduate students at the University of Ghana using an online, semi-structured questionnaire. Primary exposures were food-related social media content by: advertisements, influencer posts, and peer posts, measured as binary perceived influence items. The primary outcome was self-reported dietary choice (junk versus healthy foods). Data were analysed using chi-square tests and multivariable binary logistic regression in SPSS. Results: Mean age was 21.61 ± 2.73 years. Participants perceived food-related content on social media from peers (60.9%) and advertisements (58.9%) as more influential than that from influencers (38.4%). Age (p = 0.021) and course of study (p < 0.001) were associated with dietary choices on social media. Younger participants and medical students reported more junk food choices. Students who wished to taste advertised foods had about twice the odds of choosing junk foods (cOR = 2.05, 95% CI: 1.52 – 2.76, p < 0.001), and those who believed adverts influenced their food choices also had 1.8 times the odds of junk-food selection (cOR = 1.82, 95% CI: 1.40 – 2.36, p < 0.001). Conclusion: These findings demonstrate the role of everyday social media environments in shaping perceived food choice tendencies among young adults. The results further indicate opportunities to use digital platforms to support a healthier dietary lifestyle within university settings.