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Session: Leveraging Technology Applications for Nutrition Research (Oral 7)

(OR07-03-23) Formative Research for Content Development of a Social Media Campaign To Empower Latino and Black Mothers to Select Healthier Food Choices for Their Children

Sunday, July 23, 2023
10:24 AM – 10:36 AM ET
Location:  Constitution B
ELPC
Disclosure(s):
Ana G. Maafs-Rodríguez, MEd, MS: No relevant financial relationship(s) with ineligible companies to disclose.
Christina D. Economos, PhD: No relevant financial relationship(s) with ineligible companies to disclose.
Objectives: To develop social media content for a campaign that empowers Latino and Black mothers to select healthier food choices for their children.

Methods: We conducted mixed-methods formative research with eligible mothers or primary caregivers (aged 18 to 60 years) who used social media and had at least one child aged 3 to 12 years. For the quantitative component, participants were recruited from Qualtrics Market Division national consumer panels and community groups that work with Latino and/or Black parents. A sample of 3,971 participants completed an online survey with questions about frequency of social media use. Descriptive statistics were calculated. For the qualitative component, six in person or remote focus groups and 22 interviews were conducted, in English and Spanish, with caregivers living in Boston (n=26) or Atlanta (n=19). Topics included social media preferences and expectations and reactions to sample social media posts with accompanying visuals. A deductive-inductive approach was used for qualitative analysis and theme extraction.

Results: Quantitative analysis revealed social media preferences: Facebook and Instagram were the most frequently used platforms, used daily by 75% and 55% of respondents. These were also the most frequently used platforms by Latino (74% and 57%) and Black participants (69% and 59%). LinkedIn was the least used platform, never used by 43% of Black and 49% of Latino participants. From the qualitative component, characteristics from sample social media materials that resonated with participants included colorful, concise, and kid-friendly content. Participants appreciated content relatable to their own upbringing, parenting strategies, and day-to-day routines, that included different family members and depicted children enjoying a variety of foods. For Latino participants, colorful and familiar foods were mentioned as appealing attributes. Black participants commented positively on including diverse backgrounds, races, and ethnicities in people depicted in the visuals.

Conclusions: Results provided necessary information for content creation that appeals to the campaign’s primary audience and can be disseminated through their preferred social media platforms.

Funding Sources: This research was funded by the Walmart Foundation.