PREDICTING INTEREST IN RECEIVING HEALTHY EATING INFORMATION VIA SOCIAL MEDIA AMONG ADULTS LIVING IN UNDER-RESOURCED COMMUNITIES IN WASHINGTON, D.C.

Access to nutrition programs by individuals living in under-resourced communities was made more challenging by the emergence of the novel corona virus. Innovative approaches are needed to reach participants. Social media can reduce some program participation barriers. The purpose of this research is to explore interest in receiving healthy eating information via social media among adults living in under-resourced communities in Washington, DC. The researcher partnered with Martha’s Table, a local food access non-profit organization, to invite community members to complete a brief 22-item survey. A total of 375 interviews were completed with a response rate of 88.4%. Participants mean age was 52.9 years, 69% reported being social media users, and 49% expressed interest in receiving healthy eating information via social media. Multinomial regression analysis indicated that self-efficacy, digital technology value and digital technology use are significant predictors of interest in receiving healthy eating information via social media. The findings suggest that high self-efficacy is associated with participants interest in receiving healthy eating information via SNS. Secondly the findings of this study indicate that, amongst participants, social media is widely used and a feasible method to share healthy eating information. The results of this study could benefit nutrition education researchers who are planning on using social media to increase participant engagement and reach. Understanding interest in receiving healthy eating information via SNS could help community organizations and researchers during the planning and design stages of social marketing campaigns.