The association of food craving-trait with social media addiction among Iranian adults: a model-based study

Purpose The purpose of this study is to assess the association of social media addiction with food craving-trait by structural equation modelling. Design/methodology/approach This is a cross-sectional, Web-based study conducted on 554 Iranian adults, through the public social medias and communication apps (including WhatsApp Messenger, Instagram and Telegram Messenger) by convenience sampling method from February to September 2022. The demographic, socioeconomic and anthropometric information were collected via a questionnaire. The statuses of social media addiction, food craving and perceived stress were also assessed by the standard questionnaires, including Bergen Social Media Addiction Scale, Food Craving Questionnaire-Trait and the Cohen’s Perceived Stress Scale, respectively. The data was analysed using IBM SPSS 22.0 and IBM Amos 22.0. Findings The results indicated that food craving-trait was predicted positively by the body mass index (BMI) (r = 0.23, p < 0.05) and social media addiction (r = 0.48, p < 0.05). Also, the age of participants predicted it negatively (r = –0.14, p < 0.05), while the level of income positively (r = 0.08, p < 0.05). The social media addiction was also positive predictor of participants’ BMI (r = 0.13, p < 0.05). Practical implications Factors associated with food craving-trait, including social media addiction, can be considered during nutritional counselling, especially for overweight and obese individuals. Originality/value Since the use of social media is expanding all over the world, including Iran, it is suggested that policies and programmes such as providing training for the correct use of social media, banning advertising unhealthy foods and promoting the healthy eating pattern be developed and implemented to reduce their negative consequences.