Abstract:

The present study aims to describe the possible influence of social media content on healthy nutrition that leads to creation of anxiety or enhancement of consumers’ well-being and fill a gap in the literature for studies by analyzing the influence of shared social media content about healthy nutrition on both consumer anxiety and well-being. There are not enough studies that analyze consumer anxiety and well-being together on the basis of social media content sharing. While functional use of social media may increase consumer well-being, dysfunctional use can trigger anxiety. The findings reveal that consumers do not feel so anxious due to the shared healthy nutrition contents and may have used these contents functionally for gratifications resulting in an increase of their well-being to a certain extent. On the other hand, posts on social media with healthy nutrition content generally have a positive effect on wellbeing. Nevertheless, considering findings that point to low level consumer involvement and somehow negative perceptions of the scientific validity of the content, recommendations for further studies are developed.

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