Attitudes and subjective norms towards social media influencers with behavioural intent on food choices among undergraduate Students In School Of Health Sciences, Universiti Sains Malaysia (USM), Health Campus, Kubang Kerian, Kelantan
This study investigates the influence of social media influencers (SMIs) on the dietary choices of undergraduate Health Sciences students at USM Health Campus. It examines the relationship between students' attitudes, subjective norms towards SMIs, and their behavioral intent regarding food...
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| Main Author: | |
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| Format: | Monograph |
| Language: | English |
| Published: |
Universiti Sains Malaysia
2024
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| Subjects: | |
| Online Access: | http://eprints.usm.my/61967/1/Syafini%20Binti%20Bakri_157704%20-%20e.pdf http://eprints.usm.my/61967/ |
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| Summary: | This study investigates the influence of social media influencers (SMIs) on the dietary
choices of undergraduate Health Sciences students at USM Health Campus. It
examines the relationship between students' attitudes, subjective norms towards SMIs,
and their behavioral intent regarding food choices. Using correlation and regression
analyses, 90 respondents participated in the study. The majority of respondents were
female (77.8%), aged 21-23 (76.7%), and Malay (80%). While a positive correlation was
found between attitude and behavioral intent, regression analysis showed no significant
relationship (β = 0.056, p = 0.504). Subjective norms demonstrated a significant
relationship with behavioral intent (β = 0.680, p < 0.001), indicating social pressure
plays a greater role in dietary choices than personal attitudes. The study's strengths
include a focused sample and validated instruments, with future recommendations
suggesting a broader sample and longitudinal design. |
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