• NIKITA SINGLA
• AMISHA GUPTA
• BHAVNEET KAUR

Abstract Purpose- Social media has become one of the most cost-effective mediums for advertising and promotion of business. Dietitians and Nutritionists (D&N) are also using social media platforms for reaching out to people across globe. The purpose of this research is to identify the usage of social media platforms by Dietitians and Nutritionists and to study the dimensions of social media marketing activities. Design/methodology/approach- Qualitative research was carried out by conducting in-depth interviews of Dietitians and Nutritionists who have presence on social media platforms and are based in Delhi/NCR. Findings- This study describes the 5 dimensions of social media activities (Motive, Media, Management, Merits and Metrics) that plays an important role in driving business promotion. Study also identified that Instagram is the most used social media platform by D&N for connecting with the audience, growing business and getting recognition.

social media, dietitians, nutritionist, social media platforms, qualitative research, wellness industry, social media platforms

"Social Media Usage by Dietitians and Nutritionists- A Qualitative Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.h53-h66, April-2024, Available :http://www.jetir.org/papers/JETIR2404708.pdf

"Social Media Usage by Dietitians and Nutritionists- A Qualitative Study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. pph53-h66, April-2024, Available at : http://www.jetir.org/papers/JETIR2404708.pdf