Users’ exposure intensity to the visual content of food influencers on social media and its effects on their Physical and psychological health

The study focused on the intensity of exposure to visual content created by food influencers from the categories of restaurant and product reviewers, and recipe providers. The current study aimed to answer the main question and hypothesis of how the visual content affects the physical and psychological health of the study sample, their knowledge and behaviors, their motivations for following, and the relationship between their exposure intensity and the para-social relationships with food influencers. It also explored whether credibility affects exposure intensity, which dimension of credibility might affect it, how followers' attention is captured and the nature of the visual content presented.
To answer the main question and hypothesis of the study, along with the sub-hypotheses, both quantitative and qualitative methodologies were employed. The study used Para-Social interactions theory and uses and effects paradigm as a theoretical framework of it. A field survey method was used, relying on a questionnaire as the main tool, a purposive sample of 204 respondents. The qualitative method was also utilized through content analysis of approximately eight videos. The selected influencers included Chef Nadia Al-Sayed and "Mo'ni'sh." A comprehensive evaluation of their pages and channels across Facebook, TikTok, Instagram, and YouTube was conducted.
The most significant findings are: Exposure intensity does not directly affect individuals' physical health or knowledge, but it affects their emotions and feelings, It also affects their behavior. The food influencers in the study employed conversational styles, shot sizes, colours, and tone of voice to attract attention and increase their following, as well as to build strong virtual social relationships.