https://m2.mtmt.hu/ eng 2026-05-30 12:08 JournalArticle 36907559 VALIDATED true Cited by: 0; All Open Access; Gold Open Access; Green Open Access 0 false 2026-05-26T14:54:38.772+0000 2026-04-22T10:59:14.197+0000 2026-01-29T12:04:01.511+0000 true 10090547 Mohr Míra /api/author/10090547 Author true 2026-04-29T13:46:22.488+0000 2026-03-31T13:14:12.925+0000 true 10036355 Révész Eszter /api/admin/10036355 Admin true 10036355 true false true 24 24 /api/publicationtype/24 PublicationType 1 true 24 JournalArticle true 10000059 Article true 24 24 /api/publicationtype/24 PublicationType 1 true 24 JournalArticle /api/subtype/10000059 Szakcikk SubType 101 true 10000059 true 1 /api/category/1 Category true 1 Mohr, Míra Cultural characteristics in food communication: consumption patterns, food and health narratives across European social media communities true false /api/journal/10077505 REVIEWED true false 10077505 true 10077505 true 0035-7715 2451-2311 Journal FOREIGN 76 3 249 257 249 9 2025 2026 Background. Food content on social media platforms has emerged as a powerful influence on consumer perceptions, preferences, and purchasing decisions, with growing implications for public health. Given that food preferences and eating habits are rooted in cultural background, understanding how these cultural dimensions shape digital food communication patterns represents a critical research gap. Objective. This study aims to explore whether cultural value orientations are mirrored in the food content consumption patterns observed across European social media communities, and how these patterns reflect broader public healthrelated perceptions of food, health, and authenticity. Material and Methods. A comparative quantitative and netnographic analysis was conducted on the social media profiles of food influencers from 14 European countries. The structure and thematic focus of food-related content were examined across cultural clusters. The segmentation of these cultural groups was based on the Inglehart-Welzel Cultural Map, an internationally recognized framework for analyzing cross-cultural value differentiation. Results. The findings indicate culturally distinct patterns in how health is communicated through food-related content. Among food influencers from Mediterranean and Central European countries, health is predominantly communicated implicitly through homemade meals, traditional dishes, and mindful ingredient selection, rather than explicit nutritional or dietary claims. In contrast, influencers from Northern and Western European countries more frequently embed health communication within personal narratives and lifestyle-oriented content, where everyday experiences and emotional self-disclosure play a central role. Discussion and Conclusions. The study demonstrates that health narratives in food communication are culturally constructed. Understanding such culturally embedded consumption behaviors contributes to more effective food communication and may support preventive health communication in online environments. Funding 2065782 /api/funding/2065782 false true true 2026 true true true false true false GOLD 2026-05-26 false https://roczniki.pzh.gov.pl/ 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Q3 false false false false 2026-03-30T13:14:12.743+0000 Marketing és Turizmus Intézet (PTE / KTK) 2 9 1 2 0 false Language 10002 /api/language/10002 Angol English true 2 true PersonAuthorship 133402357 /api/authorship/133402357 1 0.5 true false true Author 10090547 /api/author/10090547 Mohr Míra true true Mohr Míra true false false AuthorshipType 1 /api/authorshiptype/1 0 true 0 true false true PersonAuthorship 133402358 /api/authorship/133402358 2 0.5 false true false Author 10008042 /api/author/10008042 Törőcsik Mária true 10008042 true Törőcsik Mária true false false AuthorshipType 1 /api/authorshiptype/1 0 true 0 true false true PublicationIdentifier 31304757 /api/publicationidentifier/31304757 PlainSource 6 /api/publicationsource/6 PublicationSourceType 10001 /api/publicationsourcetype/10001 true true true DOI DOI https://doi.org/@@@ true true 6 true IDENTICAL 10.32394/rpzh/217198 https://doi.org/10.32394/rpzh/217198 false true PublicationIdentifier 31878515 /api/publicationidentifier/31878515 PlainSource 3 /api/publicationsource/3 PublicationSourceType 10003 /api/publicationsourcetype/10003 false true true Scopus Scopus http://www.scopus.com/record/display.url?origin=inward&eid=2-s2.0-@@@ true true 3 true 105035475090 http://www.scopus.com/record/display.url?origin=inward&eid=2-s2.0-105035475090 true true PublicationIdentifier 31516150 /api/publicationidentifier/31516150 PlainSource 17 /api/publicationsource/17 PublicationSourceType 10003 /api/publicationsourcetype/10003 false true true PubMed PubMed http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?cmd=Retrieve&db=PubMed&list_uids=@@@&dopt=Abstract true true 17 true IDENTICAL 41711283 http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?cmd=Retrieve&db=PubMed&list_uids=41711283&dopt=Abstract false true PublicationIdentifier 31304758 /api/publicationidentifier/31304758 PlainSource 40 /api/publicationsource/40 PublicationSourceType 10006 /api/publicationsourcetype/10006 true true true Egyéb URL Other URL @@@ true true 40 true https://roczniki.pzh.gov.pl/Cultural-characteristics-in-food-communication-consumption-patterns-food-and-health,217198,0,2.html https://roczniki.pzh.gov.pl/Cultural-characteristics-in-food-communication-consumption-patterns-food-and-health,217198,0,2.html false true Classification 12776 /api/classification/12776 true true Keyword 2951146 /api/keyword/2951146 true true Keyword 3896446 /api/keyword/3896446 true true Keyword 4034982 /api/keyword/4034982 true true SjrRating 11603764 /api/sjrrating/11603764 1626 0.74 journal RatingType 10002 /api/ratingtype/10002 sjr true true ClassificationExternal 2701 /api/classificationexternal/2701 true 2701 true Q3 DIRECT true true /api/publication/36907559 <div class="JournalArticle Publication long-list"> <div class="authors"> <img title="Forrásközlemény" style="float: left" src="/frontend/resources/grid/publication-core-icon.png"> <div class="autype autype0"> <span class="author-name" mtid="10090547"><a href="/gui2/?type=authors&mode=browse&sel=10090547" target="_blank">Mohr Míra ✉ (<span class="authorship-author-name">Mohr Míra</span> <span class="authorAux-mtmt"> Marketing, Fogyasztói magatartás</span>) </a> </span> <span class="author-affil"><span title="University of Pécs">UP</span>/<span title="Faculty of Business and Economics">FBE</span>/Marketing és Turizmus Intézet</span> ;&nbsp;&nbsp;&nbsp; <span class="author-name" mtid="10008042"><a href="/gui2/?type=authors&mode=browse&sel=10008042" target="_blank">Törőcsik Mária (<span class="authorship-author-name">Törőcsik Mária</span> <span class="authorAux-mtmt"> Marketing, Fogyasztói magatartás</span>) </a> </span> <span class="author-affil"><span title="University of Pécs">UP</span>/<span title="Faculty of Business and Economics">FBE</span>/Marketing és Turizmus Intézet</span> </div> </div> <div class="title"><a href="/gui2/?mode=browse&params=publication;36907559" target="_blank">Cultural characteristics in food communication: consumption patterns, food and health narratives across European social media communities</a></div> <div> <span class="journal-title">ROCZNIKI PANSTWOWEGO ZAKLADU HIGIENY / ANNALS OF THE NATIONAL INSTITUTE OF HYGIENE</span> <span class="journal-issn">(<a target="_blank" href="https://portal.issn.org/resource/ISSN/0035-7715">0035-7715</a> <a target="_blank" href="https://portal.issn.org/resource/ISSN/2451-2311">2451-2311</a>)</span>: <span class="journal-volume">76</span> <span class="journal-issue">3</span> <span class="page"> pp 249-257 </span> <span class="year">(2025)</span> </div> <div class="pub-footer"> <span class="language" xmlns="http://www.w3.org/1999/html">Language: English | </span> <span class="identifiers"> <span class="id identifier oa_none" title="none"> <a style="color:blue" title="10.32394/rpzh/217198" target="_blank" href="https://doi.org/10.32394/rpzh/217198"> DOI </a> </span> <span class="id identifier oa_none" title="none"> <a style="color:black" title="105035475090" target="_blank" href="http://www.scopus.com/record/display.url?origin=inward&eid=2-s2.0-105035475090"> Scopus </a> </span> <span class="id identifier oa_none" title="none"> <a style="color:blue" title="41711283" target="_blank" href="http://www.ncbi.nlm.nih.gov/entrez/query.fcgi?cmd=Retrieve&db=PubMed&list_uids=41711283&dopt=Abstract"> PubMed </a> </span> <span class="id identifier oa_none" title="none"> <a style="color:black" title="https://roczniki.pzh.gov.pl/Cultural-characteristics-in-food-communication-consumption-patterns-food-and-health,217198,0,2.html" target="_blank" href="https://roczniki.pzh.gov.pl/Cultural-characteristics-in-food-communication-consumption-patterns-food-and-health,217198,0,2.html"> Other URL </a> </span> </span> <OnlyViewableByAuthor><div class="ratings"> <div class="journal-subject">Journal subject: Scopus - Medicine (miscellaneous)&nbsp;&nbsp;&nbsp;Rank:&nbsp;Q3</div> <div class="journal-subject">Journal subject: Scopus - Public Health, Environmental and Occupational Health&nbsp;&nbsp;&nbsp;Rank:&nbsp;Q3</div> </div></OnlyViewableByAuthor> <div class="mtid"><span class="long-pub-mtid">Publication: 36907559</span> | <span class="status-data status-VALIDATED"> Validated </span> Core | <span class="type-subtype">Journal Article ( Article ) </span> | <span class="pub-category">Scientific</span> | <span class="publication-sourceOfData">Bibtex</span> </div> <div class="funder"> (EKÖP-25-3-II-PTE-629) Funder: NRDIO </div> <div class="lastModified">Last Modified: 2026.04.22. 12:59 Eszter Balogh (PTE ÁJK, KTK admin 6) </div> <pre class="comment" style="margin-top: 0; margin-bottom: 0;"><u>Comments</u>: Cited by: 0; All Open Access; Gold Open Access; Green Open Access</pre> </div></div>