I am with you: a netnographic analysis of the Instagram opinion leaders on eating behavior change

Saboia, Inga; Almeida, Ana Margarida Pisco; Lopes de Sousa, Pedro Miguel; Pernencar, Cláudia

http://hdl.handle.net/10400.8/13684

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Authors

Saboia, Inga

Almeida, Ana Margarida Pisco

Lopes de Sousa, Pedro Miguel

Pernencar, Cláudia

Abstract(s)

Currently we are strongly influenced by the changes provided by Web 2.0. The number of users consuming and sharing online information about health and wellbeing is increasing. This is a new scenario and a fertile field to study, in which social networks and eHealth applications are powerful tools to support behavior change. This article explores the influence processes of online opinion leaders, such as health professionals and non-professional, on the food behavioral change of their followers on online social networks. We use a netnography observation method following user profiles on Instagram. Some groups and its characteristics and practices were identified. This paper focuses only on three opinion leaders categories: nutritionists, POLs and healthy lifestyle in Portugal and Brazil. Results show different opinion leaders acting as partners, but with different characteristics and practices.

Keywords

social media Instagram opinion leader nutrition patient opinion leader healthy lifestyle behavior change eating netnography

URI

http://hdl.handle.net/10400.8/13684

Citation

Inga Saboia, Ana Margarida Pisco Almeida, Pedro Sousa, Cláudia Pernencar, I am with you: a netnographic analysis of the Instagram opinion leaders on eating behavior change, Procedia Computer Science, Volume 138, 2018, Pages 97-104, ISSN 1877-0509, https://doi.org/10.1016/j.procs.2018.10.014.