Table 4 Number and percent of posts categorised according to quality (n = 676) and accuracy (n = 510) with scores across account categories and post topics
|  | Engagement* (n = 676) | Quality (as rated by PRHISM)** | Accuracy | ||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
Posts n | Poor n (%) | Mediocre n (%) | Good n (%) | Excellent n (%) | Posts n | Completely inaccurate n (%) | Mostly inaccurate, some accurate n (%) | Mostly accurate, some accurate n (%) | Completely accurate n (%) | ||
All | 1960 ± 3993 | 676 | 235 (34.8) | 400 (59.2) | 41 (6.1) | 0 (0) | 510 | 44 (8.6) | 73 (14.3) | 111 (21.8) | 282 (55.3) |
Account category | |||||||||||
 Brand | 720 ± 1153 | 328 | 155 (47.2) | 173 (52.7) | 0 (0) | 0 (0) | 241 | 29 (12.0) | 62 (25.7) | 49 (20.3) | 101 (41.9) |
 Fitness/coaching influencer | 4368 ± 6910 | 146 | 54 (37.0) | 92 (63.0) | 0 (0) | 0 (0) | 104 | 8 (7.7) | 10 (9.6) | 18 (17.3) | 68 (65.4) |
 Lifestyle influencer | 2420 ± 3293 | 57 | 25 (43.9) | 32 (56.1) | 0 (0) | 0 (0) | 40 | 4 (10) | 5 (12.5) | 7 (17.5) | 24 (60.0) |
 Nutritionist/dietitian influencer | 2144 ± 3137 | 145 | 1 (0.7) | 103 (71.0) | 41 (28.3) | 0 (0) | 125 | 3 (2.4) | 9 (7.2) | 24 (19.2) | 89 (71.2) |
Post topic | |||||||||||
 Weight loss | 2652 ± 3496 | 91 | 34 (26.4) | 57 (62.6) | 0 (0) | 0 (0) | 66 | 2 (3.0) | 4 (6.1) | 19 (28.8) | 41 (62.1) |
 Sports/exercise nutrition | 6793 ± 9655 | 45 | 19 (42.2) | 26 (57.8) | 0 (0) | 0 (0) | 26 | 0 (0) | 1 (3.8) | 4 (15.4) | 21 (80.8) |
 Supplements | 1021 ± 2420 | 246 | 129 (52.4) | 116 (47.2) | 1 (0.4) | 0 (0) | 175 | 28 (16) | 49 (28.0) | 36 (20.5) | 62 (35.4) |
 Foods/nutrients and health | 952 ± 1477 | 116 | 28 (24.1) | 72 (62.1) | 16 (13.8) | 0 (0) | 97 | 9 (9.3) | 6 (6.2) | 21 (21.6) | 61 (62.9) |
 General healthy eating | 2212 ± 3541 | 108 | 17 (15.7) | 77 (71.3) | 14 (13.0) | 0 (0) | 90 | 2 (2.1) | 4 (4.1) | 14 (15.5) | 70 (77.8) |
 Paediatric nutrition | 2293 ± 4222 | 33 | 0 (0) | 27 (81.8) | 6 (18.2) | 0 (0) | 29 | 1 (3.5) | 7 (24.1) | 10 (34.5) | 11 (37.9) |
 Other (e.g., food sustainability, veganism) | 2764 ± 3734 | 37 | 8 (21.6) | 25 (67.6) | 4 (10.8) | 0 (0) | 27 | 2 (7.4) | 2 (7.4) | 7 (25.9) | 16 (59.3) |