JMIR Publications

ABSTRACT

Background:

Young adults increasingly rely on social media for nutrition information. However, little is known about (i) which types of eating-related content they actively engage with and why, and (ii) how they interpret, evaluate, and incorporate this content into their everyday food choices and health behaviours.

Objective:

This qualitative study explored how UK young adults (aged 1825 years) interact with food and nutrition content across social media platforms to inform the design of future social media interventions.

Methods:

Semi-structured online interviews, guided by the COM-B model, were conducted with active social media users in the UK between August and October 2024. The study design was informed by Patient and Public Involvement (PPI) to ensure relevance and acceptability. Data were analysed using reflexive thematic analysis. To guide intervention development, key findings (coded as barriers and facilitators) were systematically mapped to the Theoretical Domains Framework (TDF), and the COM-B. Ethics approval was obtained from the University of Cambridge (24.368).

Results:

Twenty-five participants (72% female, mean age 22.2 years, ethnically diverse) were interviewed. Five key themes were identified: (1) Evolving Engagement Patterns (passive scrolling to active interaction, mixed feelings on algorithmic control); (2) Conflicted Information Seeking (frustration with contradictory advice, varied strategies to assess credibility); (3) Multifaceted Behavioural Impact (simultaneous positive impacts like cooking inspiration and negative impacts like restrictive eating triggers); (4) Shifting Goals (a movement from appearance-focused to health-centred goals, yet vulnerability to body-image issues); and (5) Intervention Preferences (demand for credible professionals, customisable content, and privacy protection). Participants demonstrated a reactive learning process, developing ‘digital nutrition literacy’ often after negative experiences. Social influences were identified as the most frequently cited domain (mapped to TDF/COM-B) shaping interactions with social media content.

Conclusions:

This study challenges assumptions of passive social media consumption, showing that young adults actively develop protective strategies yet remain vulnerable to misinformation. Digital interventions should leverage user agency and address diverse perceptions through customisable, credible content delivered with privacy and emotionally safe messaging. The COM-B and TDF mapping provide specific, evidence-based behavioural targets, particularly within the domain of Social Opportunity and Reflective Motivation, to guide the development of effective eHealth interventions