 How far do nutrition facts alter consumers’ social media engagement toward food ads?A quel point la déclaration nutritionnelle modifie-t-elle l’engagement des consommateurs sur un réseau social vis-à-vis d’une publicité en faveur d’un produit alimentaire ?Boubacar Sadou ()
Post-Print from HAL Abstract: Colour-coded front-of-pack nutritional labels (FOPNL) help consumers to make healthier food choices, yet their disclosure in social media advertisement remains to be investigated. This study focuses on disclosure of the Nutri-score, a label which grades products from the most (A) to the least (E) nutritious, and subsequent consumers' online engagement behaviours. An online experiment, based on an Instagram post from a fictitious breakfast cereal brand, compared three conditions: displayed Nutri scores A vs E vs control. The results highlight the mediating role of perceived nutritional quality of the advertised cereals in the relationship between the nutrition labelling and intents to like the ad post and to recommend the product to others. Implications for marketing practitioners, theory, and public health policy are offered. Keywords: Nutritional quality; Nutri-score; social media food ads; food advertisement; nutrition labelling; consumer online engagement; food choice (search for similar items in EconPapers) Published in 9th Health Marketing International Day, Association Française du Marketing (AFM); IAE Lille University School of Management, Oct 2026, Lille (FR), France There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05747545 Access Statistics for this paper More papers in Post-Print from HAL |
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