Marketing and Management of Innovations

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ISSN (online) – 2227-6718

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Oleksii Lyulyov

Sumy State University | Ukraine

SMM for Promoting Healthy Eating: Bibliometric Analysis

Yevheniia Ziabina 1,*, ,  , Yana Kryvych 1,  , Lukasz Pigon 2, 
  1. Sumy State University, Ukraine
  2. WSB University in Dabrowa Gornicza, Poland

     * Corresponding author

DOI: https://doi.org/10.21272/mmi.2024.4-09

Pages: 113–126

Received: 10 April 2024

Revised: 15 November 2024

Accepted: 20 December 2024

Abstract

This article summarizes the arguments and counterarguments within the scientific discussion on the use of social media marketing (SMM) for promoting healthy eating. The main goal of the present study was to analyse the trends and effectiveness of SMM tools in the fields of healthy eating and human behaviour. The systematization of literary sources and approaches to solving the problem of promoting healthy eating has led to a significant increase in attention to interactive marketing strategies in recent years. The relevance of solving this scientific problem lies in the fact that healthy eating is an important component of public health, and SMM can become an effective tool for shaping appropriate habits among the population. The study of the use of SMM in this article is carried out in the following logical sequence: analysis of the literature, bibliometric analysis of publication dynamics and geography, identification of key trends and research clusters, and testing hypotheses about the influence of regional features and innovative SMM tools. The methodological toolkit of the study includes bibliometric analysis methods, with the research period spanning 1969–2024. The object of the study consists of scientific publications from the Scopus and Web of Science databases, as they provide the broadest understanding of global trends. The article presents the results of an empirical analysis of the dynamics of publication activity and key terms related to the research topic. This analysis revealed that over the past 5 years, increased attention has been given to the use of interactive SMM tools for promoting healthy eating. The study empirically confirms and theoretically proves that cultural and regional features influence the choice of marketing strategies in SMM and that innovative tools contribute to improving the effectiveness of such campaigns. The results of this study may be useful for marketers, public health researchers, and organizations involved in promoting a healthy lifestyle, as they allow for the adaptation of SMM strategies to cultural and regional characteristics. Moreover, the findings of this study may serve as a foundation for further research on the effectiveness of digital technologies in shaping healthy habits. The identified trends will promote the development of innovative approaches to healthy eating promotion through the use of personalized content.

Keywords: food habits; healthy eating; healthy food; promotion; SMM.

How to Cite: Ziabina, Ye., Kryvych, Ya., & Pigon, L. (2024). SMM for Promoting Healthy Eating: Bibliometric Analysis. Marketing and Management of Innovations, 15(4), 113–126. https://doi.org/10.21272/mmi.2024.4-09

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