Geography and Human Relationships

Geography and Human Relationships

Examining the Geographical, Social, and Cultural Dimensions of Influencer Marketing in Promoting Healthy Eating Behaviors

Document Type : Original Article

Authors
1 Agricultural Sciences and Natural Resources University of Khuzestan, Mollasani,
2 Department of Agricultural Extension and Education, Faculty of Agriculture Engineering and Rural Development, Agricultural Sciences and Natural Resources University of Khuzestan, Mollasani, Iran.
Abstract
Abstract

Healthy nutrition plays a vital role in safeguarding the health of future generations, enhancing individual well-being, and reducing the economic burden on healthcare systems. However, the global prevalence of obesity and malnutrition, particularly in developing countries such as Iran, underscores the urgent need for effective interventions. In today’s evolving world, promoting healthy eating behaviors faces multifaceted challenges, including limited access to nutritious food in underprivileged areas, family dynamics, and the inefficacy of traditional promotional strategies. This study investigates the geographical, social, and cultural dimensions of influencer marketing on social media as a novel tool for advancing healthy dietary practices. Geographically, these strategies emphasize the promotion of new food trends in urban areas, while focusing on local and traditional products in rural regions. Socio-cultural variables—such as ethnicity, age, and socioeconomic status—further moderate the audience’s response to influencers’ content. Nevertheless, ethical challenges, including a lack of transparency in sponsored advertisements and the dissemination of misinformation, highlight the necessity for stricter regulatory frameworks and collaboration between public health institutions and influencers to ensure content authenticity. The findings indicate that the responsible utilization of influencers’ capabilities, combined with sensitivity to regional and cultural differences, can serve as an effective strategy for transforming dietary patterns and addressing public health crises.
Keywords

Subjects


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Volume 7, Issue 4 - Serial Number 28
Winter 2025
Pages 587-597

  • Receive Date 27 April 2025
  • Revise Date 09 June 2025
  • Accept Date 11 June 2025