Table 1.

Glossary of terms

Term	Definition	In protocol
Challenge	A task presented to young adults by online moderators that requires thought and innovation to an issue or idea	No
Consumer segmentation	Market segmentation is the process of dividing a market of potential customers into groups, based on different characteristics. The segments created are composed of consumers who will respond similarly to marketing strategies and who share traits such as similar interests, needs, or locations. The idea behind segmentation is to create and resource different marketing strategies for different groups of consumers	Yes
Digital ethnography	Digital ethnography describes the process and methodology of doing ethnographic research in a digital space. The digital field site is sometimes comprised of text, video or images and may include social interactions	Yes
Journal entry	A log or diary kept by young adults to record their social media use and the content they were exposed to. This was a task within the online conversations that was separate to the forums	No
Lifestyle celebrity	A person who is famous or well known because of their perceived credibility and expertise in the health and lifestyle industry.	No
Living and Eating for Health Segment (LEHS)	These segments will be defined based on the outcomes of Phase 1 (online conversations and online survey) and evaluated throughout the project. Short descriptive segmentation personas will be developed to aid program development	Yes
Market research	Market research involves the process of gathering, analysing and interpreting information about people or companies (a market) to better understand their needs and preferences.	No
Online conversations	A multi-way dialogue between participants in an internet environment. It is informal, unstructured and dialogic (not mono-logic) in nature. It involves both listening and answering and develops over a period of time. It is not an online chat or interview	Yes
Online community	A virtual community where its members interact with each other around a shared interest, where interaction is mediated by technology via the internet. People join online communities through social networking sites, chat rooms, discussion boards, video games, blogs and virtual worlds.	No
Online forum	An online discussion group that allows its members with common interests to exchange open messages. It is hierarchical with a tree-like structure and may contain a number of sub-forums, each of which may have several topics.	No
Online panel	A group of research participants who have been selected to provide information in an online discussion forum at specified intervals over an extended period of time.	No
Segmentation “lens”	Analysing text from the online conversations using the healthy eating ‘segments’ developed through initial thematic analysis to help guide further analysis	No
Social marketing	Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programs that are effective, efficient, equitable and sustainable: Consensus definition International Social Marketing Association [19]	Yes
Social media platforms	Websites and applications that enable users to create and share content or to participate in social networking	Yes
Typology	A classification according to types or characteristics	No
Emerging Adulthood	A theory of a prolonged transition from adolescence to adulthood in people aged 18 to 25 years present in developed industrialised countries where adulthood has been delayed and is now occurring later in life than in previous generations	No
Social media influencer	A social media influencer is a person on social media who has established a large audience and credibility in a specific area e.g. fitness, nutrition, fashion	No