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University of Florida Thesis Or Dissertation Formatting Template

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University of Florida Thesis Or Dissertation Formatting Template IMPROVING MEDIA LITERACY: AN IN-DEPTH LOOK AT CONSUMER PERSPECTIVES OF WEIGHT-LOSS SUPPLEMENT ADVERTISEMENTS ON INSTAGRAM By KENDRA P. AUGUSTE-VINCENT A DISSERTATION PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY UNIVERSITY OF FLORIDA 2020 © 2020 Kendra P. Auguste-Vincent To my family for their never ending support and encouragement, my husband for pushing me through this last phase, and most importanlty God, for His grace, strength and insight throughout this entire process ACKNOWLEDGMENTS I thank my amazing committee, Dr. Treise, Dr. Walsh-Childers, Dr. Kreiger and Dr. Shelnutt. You are all intelligent, beautiful, and powerful souls. Your guidance and support has stretched me in ways I could have never imagined. I also thank my colleagues, turned friends and extended family who’ve walked with me throughout this process. You all have been a constant support through this academic and life journey. Now we get to be real adults; let’s change the world for the better! 4 TABLE OF CONTENTS page ACKNOWLEDGMENTS .................................................................................................. 4 LIST OF TABLES ............................................................................................................ 8 LIST OF FIGURES .......................................................................................................... 9 ABSTRACT ................................................................................................................... 10 CHAPTER 1 INTRODUCTION .................................................................................................... 11 Dietary Supplements............................................................................................... 13 Safety And Efficacy Of Dietary Supplements .......................................................... 15 Concerns With Supplement Marketing On Social Media ........................................ 18 2 STUDY 1: CONTENT ANALYSIS OF WEIGHT-LOSS SUPPLEMENT POSTS ..... 24 Literature Review .................................................................................................... 24 Dietary Supplements............................................................................................... 24 Antecedents to a Thriving Supplement Market ................................................. 25 Weight Loss Supplements ................................................................................ 29 Marketing and Advertising of Supplements ...................................................... 30 Regulatory Authorities ...................................................................................... 30 Use of Claims in Advertising ............................................................................. 31 Validity of Claims .............................................................................................. 34 Disclosing Qualifying Information ..................................................................... 37 Clear Disclosure ............................................................................................... 37 Issues with Regulating Supplement Marketing ................................................. 39 Self-Regulated Industry .................................................................................... 39 Misleading Advertising ..................................................................................... 41 Message Interpretation Process Model................................................................... 44 Social Media ........................................................................................................... 50 Platform, Database or Network? ...................................................................... 52 Social Media as a Function of Public Relations ................................................ 53 Engagement ..................................................................................................... 53 Instagram as a Powerful Marketing Tool .......................................................... 56 Method .................................................................................................................... 59 Sample ............................................................................................................. 59 Unit of Analysis and Measures ......................................................................... 61 Coder Training and Intercoder Reliability ......................................................... 62 Analysis ............................................................................................................ 64 3 STUDY 2: INTERVIEWS WITH INSTAGRAM USERS ........................................... 65 5 Literature Review .................................................................................................... 65 Media Literacy ........................................................................................................ 65 Research Perspectives..................................................................................... 68 Media Literacy Interventions ............................................................................. 70 Media Literacy and Advertising ........................................................................ 73 Media Literacy Skills That Users Need ............................................................. 76 Message Interpretation Process ............................................................................. 79 The Present Research ............................................................................................ 82 Method .................................................................................................................... 83 Sampling .......................................................................................................... 83 Procedure ......................................................................................................... 84 Coding and Analysis ......................................................................................... 87 4 RESULTS ............................................................................................................... 89 Study 1: Content Analysis Of Weight-Loss Supplement Posts ............................... 89 RQ1: What Types Of Logic-Based Attributes Exist In Instagram Posts Made By Weight Loss Supplement Brands? ........................................................... 92 Logic-based attributes ................................................................................ 93 Logic-based techniques ........................................................................... 102 RQ2: What Types Of Affect-Based Attributes Exist In Instagram Posts Made By Weight Loss Supplement Brands? ............................................... 104 RQ3: Is There A Relationship Between The Type Of Attribute (Logical Or Affective) And Level Of Engagement As Determined By Likes And Views? 121 Study 2: Interviews With Instagram Users ............................................................ 128 RQ4: How Do Users Process Advertisements Encountered From Weight Loss Supplement Brands On Instagram? ................................................... 132 Logical Comparisons ............................................................................... 133 Affective Comparisons ............................................................................. 140 RQ5: Is Desirability Of Advertisements On Social Media Reflectively Viewed? That Is, Is The Influence Of Affect-Based Qualities (Desirability) Logically Assessed And Affectively Assessed By Instagram Users? .......... 146 5 DISCUSSION ....................................................................................................... 148 Knowledge Gaps Regarding Supplement Use ...................................................... 150 Media Literacy On Social Media ........................................................................... 153 Understanding the Environment ..................................................................... 153 Product Promotion on Social Media ............................................................... 154 Brand Communities and Engagement ............................................................ 155 Theoretical Implications ........................................................................................ 157 Practical Implications ............................................................................................ 161 Summary of Recommendations ............................................................................ 163 Limitations and Suggestions for Future Studies .................................................... 165 Conclusions .......................................................................................................... 167 APPENDIX 6 A CODING GUIDE ................................................................................................... 168 B CODEBOOK ......................................................................................................... 170 C PRE-SCREENING SURVEY ................................................................................ 174 D SURVEY FOR INTERVIEWS ............................................................................... 176 E INTERVIEW GUIDE FOR SEMI-STRUCTURED INTERVIEWS .......................... 181 LIST OF
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