INFLUENCE OF SOCIAL MEDIA ADVERTISEMENTS ON FOOD CHOICES OF UNDERGRADUATES IN LEAD CITY UNIVERSITY, IBADAN, NIGERIA.

Abstract The increasing use of social media among Nigerian university students has raised concerns about its potential impact on food choices. In this study, We investigated the influence of social media advertisements on the dietary preferences of undergraduates at the University of Lead City, Ibadan. The central problem identified is the growing exposure of students to food marketing, particularly fast food promotions, which may affect their health and nutrition. The objectives of the study were to assess students’ exposure to food advertisements on platforms such as Instagram, TikTok, and WhatsApp, and to determine how these influence their food purchasing decisions. A cross- sectional descriptive study was conducted using a structured questionnaire administered to 422 students selected through a stratified random sampling technique. Data were analyzed using descriptive statistics and chi-square tests. The results revealed that a significant number of respondents actively engage with food advertisements on social media, leading to a preference for convenience-based meals, frequent fast food consumption, and reduced interest in traditional or home-cooked foods. Additionally, factors such as affordability, peer influence, and digital promotions strongly shaped students’ food choices. In conclusion, social media advertisements play a significant role in shaping students’ dietary habits, often favoring unhealthy options. It is recommended that health education campaigns beintegratedintodigitalplatformstopromoteinformedfoodchoicesandregulate theinfluence of unhealthy food marketing among university students. Keywords: Food choices, Undergraduates, Social media, Food advertisements, Influencers.