The Impact of Instagram as an Advertising Tool on Healthy Food Awareness

Abstract

The rise of social media platforms has transformed how organizations communicate health-related information to consumers. This study examines the impact of Instagram advertising characteristics on consumers' healthy food awareness in the United Arab Emirates. Specifically, the research investigates five key advertisement characteristics: informativeness, endorser credibility, entertainment, customization, and repetition, and their effects on healthy food awareness. A quantitative research design was employed, collecting survey data from 450 respondents in the UAE context. The data were analyzed using Structural Equation Modeling (SEM) with SPSS AMOS to assess the measurement and structural models. The findings revealed that all five hypotheses were supported, demonstrating that advertisement informativeness, endorser credibility, entertainment, customization, and repetition positively and significantly influence healthy food awareness. The study contributes to the literature by providing empirical evidence on the effectiveness of Instagram advertising in promoting awareness of healthy food and offering practical implications for health marketers, food companies, and policymakers seeking to leverage social media platforms for health promotion initiatives.