INFLUENCE OF SOCIAL MEDIA ADVERTISEMENT ON FOOD CHOICES AMONG IN-SCHOOL ADOLESCENTS IN OLUYOLE LOCAL GOVERNMENT IBADAN

Abstract This study investigates the influence of social media advertisements on the food choices of adolescents in secondary schools within Oluyole Local Government Area, Ibadan. The rise in social media usage among adolescents has intensified their exposure to digital marketing, particularly promotions of calorie-dense, nutrient-poor foods. Using a descriptive cross-sectional design, 422 adolescents aged 10–19 were surveyed across four schools using a self-administered semi-structured questionnaire. The analysis was performed with SPSS version 22. Results revealed high engagement with platforms such as TikTok, WhatsApp, and YouTube, where food advertisements often via influencers and branded content were prevalent. A significant portion of participants acknowledged that social media affected their food preferences, especially favoring snacks and fast food brands encountered online. The study also found that gender, age group, and class level influenced susceptibility to social media marketing. These findings highlight the urgent need for media literacy programs and regulatory frameworks to mitigate the impact of unhealthy food advertising. Furthermore, understanding the mechanisms through which digital marketing shapes adolescent behavior is crucial for public health efforts aimed at curbing the growing trend of adolescent obesity and poor dietary habits in Nigeria. Word Count: 228 Keywords: Adolescent, social media, food choices, digital marketing, obesity, influencer advertising, public health, SPSS, dietary behavior