The Influence of TikTok Food-Related Content on the Eating Behaviour of Young Adults in Al-Jouf, Saudi Arabia

Abstract

This research set out to explore how food-related content on TikTok influences the eating behaviours of young adults in Al-Jouf, Saudi Arabia. Grounded in Social Cognitive Theory and informed by a structured review of global and regional literature, the study employed a quantitative design to examine behavioural trends, digital media engagement, and dietary motivations among a sample of 215 participants. Data were analysed using descriptive statistics and one-way ANOVA. The findings revealed that frequent TikTok users were significantly more likely to try new foods, discover unfamiliar cuisines, and follow diet-related content creators. For example, participants who used TikTok for more than three hours daily reported higher motivation to explore new diets (p = .0003) and greater confidence in changing their eating habits (p = .0011) but also showed stronger appeal toward unhealthy food content (p < .001). These results highlight TikTok’s dual role in shaping both health-promoting and indulgent dietary behaviours. By focusing on an underrepresented region, the study offers contextual insights into how algorithm-driven content influences food choices among Saudi youth and provides a basis for more targeted health communication strategies. By situating this investigation within the underrepresented context of Al-Jouf, the study offers region-specific insights into how global platforms like TikTok are reshaping dietary perceptions even in semi-urban environments. Through its thematic analysis and theoretical framing, the research affirms key constructs of Social Cognitive Theory—namely observational learning, reinforcement, and self-efficacy—as relevant mechanisms in digital food culture. Furthermore, it identifies areas where health communication strategies could engage more effectively with youth through culturally relevant and visually persuasive content.

While the study acknowledges its limitations, including the use of a non-random sample and reliance on self-reported data, its contributions are clear. It provides a foundation for future research on algorithm-driven health messaging in the Gulf region and highlights the growing need to understand how young people interact with food content in digital spaces. Ultimately, this research underscores the importance of aligning public health efforts with the evolving media environments that shape the everyday lives of young adults in Saudi Arabia and beyond.