Impact of Mukbang YouTube Videos on the Physical Well-Being of Youth in Lahore

The mukbang trend on social media platforms, especially on YouTube, has become popular among youth who follow videos on YouTube globally. The study examines the impact of Mukbang (eating broadcast) YouTube videos on the physical well-being of the youth in Lahore, Pakistan. With the increased concern over lifestyle and dietary habits among the youth, this research aims to check whether exposure to such content influences physical health outcomes among youth in Lahore. This research uses a quantitative method approach using a survey method with a closed-ended structured questionnaire to collect data from the youth age ranged between 15-24 years on a five-point Likert scale. It was observed that Mukbang video consumption is statistically related to dieting behavior and physical well-being outcomes; furthermore, the impact differed across various groups analyzed through regression and linear testing. The findings also reveal a relatively high mean difference in the consumption pattern for Mukbang videos. The current research has applied social learning theory as a theoretical framework to check the mukbang YouTube video's influence on the well-being of Lahore youth. This has worked well according to the Social Learning Theory by Bandura, where it is held that learning is done through observation, imitation, and modeling. According to perspectives related to Mukbang videos, it can be pointed out that viewers tend to observe the eating behaviors of the Mukbang hosts and possibly adapt these behaviors. Future research can be based on how mukbang videos influence the daily adoption of food and how they can influence long-term effects on youth.