# Visual Attention to Food Content on Social Media: An Eye-Tracking Study Among Young Adults

## TL;DR

This study explores how young adults visually engage with food ads on social media and how visual and social features affect their purchase intentions.

## Contribution

The study introduces a 2 × 2 design to examine the impact of influencer presence and food type on visual attention and consumer response in digital food advertising.

## Key findings

- Influencer presence and food type significantly increased visual attention in social media food ads.
- Marketing cues and branding attracted substantial visual attention from participants.
- Core/non-core content and influencer features were strong predictors of consumer response.

## Abstract

Social media has become a dominant channel for food marketing, particularly targeting youth through visually engaging and socially embedded content. This study investigates how young adults visually engage with food advertisements on social media and how specific visual and contextual features influence purchase intention. Using eye-tracking technology and survey analysis, data were collected from 35 participants aged 18 to 25. Participants viewed simulated Instagram posts incorporating elements such as food imagery, branding, influencer presence, and social cues. Visual attention was recorded using Tobii Pro Spectrum, and behavioral responses were assessed via post-surveys. A 2 × 2 design varying influencer presence and food type showed that both features significantly increased visual attention. Marketing cues and branding also attracted substantial visual attention. Linear regression revealed that core/non-core content and influencer features were among the strongest predictors of consumer response. The findings underscore the persuasive power of human and social features in digital food advertising. These insights have implications for commercial marketing practices and for understanding how visual and social elements influence youth engagement with food content on digital platforms.