Explaining Perspectives of Iranian Instagram Social Media Users about Dairy Product Consumption

Dairy consumption is affected by several factors, including physical and economic accesses and individual preferences. Considering that social networks can reflect views of their users, this study was carried out to explain perspectives of Iranian Instagram social media users regarding dairy product consumption.

Data were collected using directed qualitative content analysis approach. Studied areas included hashtags that were collected based on the objectives of the study with the purposeful sampling method on Instagram, January 2011 to March 2021. The MAXQDA software was used for content coding and analysis. Validity of data was assessed using criteria of validity, transferability, trust and confirmation.

A total of 782 posts with desired characteristics were collected. The most important themes identified in the posts of Iranian Instagram users included positive effects of dairy products in preventing diseases, necessity of consuming dairy products, safety and quality of dairy products, frauds in dairy products, disadvantages of consuming dairy products in causing diseases and harming the environment and animals and obstacles to dairy consumption such as high prices and poverty of the people. Some users tried to guide others to consume dairy products and introduced new products of dairy industries such as enriched dairy products and probiotics.

Considering broadly increasing use of social networks, production of scientifically sound contents by experts can be the major suggestion of the present study to improve awareness of the users of these networks. Due to the importance of dairy consumption, it is recommended to set educational programs according to the needs of different age groups in the country's media. Results of the present study can be used by the policymakers in adopting right policies on dairy consumption.