Application of the Theory of Planned Behavior and Uses and Gratifications Theory to Food-Related Photo-Sharing on Social Media

Abstract

Background and Purpose: Food-related photos are prolific on social media, but little is known about user motivations for sharing food photos. While food brands have begun to strategically utilize social media to target consumers and their eating behaviors, health promotion practitioners have made less concerted efforts in this area, perhaps because there is little research into the motivations and rewards for sharing food-related photos online. This study applies the Theory of Planned Behavior (TPB) and Uses and Gratifications (U & G) Theory to food-related social media photo sharing, thus, laying groundwork for future investigations of image-based nutrition education messaging. Methods: An online survey designed within the framework of the TPB and U&G was administered to both a community population and that of a large, Southeastern university (N = 478). Results: Attitudes were generally positive toward the behavior, and, within the TPB, the only significant predictor of intention to share food-related photos on social media. Primary motives for posting were entertainment and personal utility, while those for viewing others’ posts were entertainment and information-seeking. Conclusions: Food-photo sharing is a positive, socially normative behavior through which users gather information in an entertaining way, making social media prime tools for communicating healthy eating image-based messages.