Making sense of adolescent-targeted social media food marketing: A qualitative study of expert views on key definitions, priorities and challenges

Bend, Daphne L. M. van der; Jakstas, Tammie; Kleef, Ellen van; Shrewsbury, Vanessa A.; Bucher, Tamara

doi:10.1016/j.appet.2021.105691

Cited by 41 publications

(34 citation statements)

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“…Additionally, they propose that repeated exposure to emotional marketing will increase liking of brands though mere-exposure effects and directly prime consumer behaviours [ 35 ]. Concerningly, on social media peer-endorsed (earned) marketing blurs the boundaries between online peer activities and advertising and has a greater negative impact than owned or paid media marketing [ 11 , 12 ], and advertising involving influencers or celebrities are remembered better by adolescents [ 32 ].…”

Section: Discussionmentioning

confidence: 99%

“…Namely, social media enables more implicit and personalised persuasion techniques that engage adolescents in emotional and entertaining experiences, encouraging them to share these experiences with their friends [ 10 ]. On social media, users can contribute to the food marketing process, resulting in either influencer- or user-generated marketing content, blurring the lines between online user activities and advertising [ 11 , 12 ]. This leads to messages with high levels of food integration, with peers or influencers handling or consuming the product, which has been found to increase children’s attention to or choice of the product promoted [ 13 ].…”

Section: Introductionmentioning

confidence: 99%

“…While adolescents generally have a higher cognitive ability than younger children, it is suggested they are still vulnerable to highly integrated social media food marketing as they are in the key stage of identity development, making them want to conform to a certain image or peer group [ 11 , 14 ]. Additionally, due to hormonal and neurological changes, adolescents may be more impulsive and likely to follow their peers’ risky behaviours instead of accepting guidance from parents or adults [ 10 , 15 ].…”

Section: Introductionmentioning

confidence: 99%

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Adolescents’ exposure to and evaluation of food promotions on social media: a multi-method approach

Bend

Jakstas

Kleef

et al. 2022

Int J Behav Nutr Phys Act

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Background Traditional food marketing, mostly involving advertisement of nutrient poor and energy dense foods, has the effect of enhancing attitudes, preferences, and increasing intake of marketed foods in adolescents, with detrimental consequences for health. While the use of social media applications in adolescents has proliferated, little is known about the content of food promotions within these applications. The aim of this study was to investigate adolescents’ exposure to and evaluation of social media food promotions (SMFPs). Methods Australian adolescents aged 13–16 years joined one-on-one Zoom meetings with the researcher on the device they normally used for social media. Participants shared their screen and visited up to three of their favourite social media platforms for 10 min each, during which the researcher pointed out examples of SMFPs to participants. Next, participants answered questions about their awareness and appreciation of SMFPs. Screenshots of SMFPs were de-identified and analysed. Results The study included 35 adolescents aged 14.4 (± 1.2) years (boys: n = 18; girls: n = 17). Instagram, Snapchat and YouTube were the most favoured social media platforms. During a total of 1000 min of viewing time, 1801 unbranded (n = 1221) and branded (n = 580) SMFPs were identified. Participants viewed a median rate (IQR) of 12.0 (6.3–20) SMFPs per 10 min, with a median rate of 6.0 (3–11) non-core SMFPs per 10 min. A majority of SMFPs (62%) were embedded into celebrity influencer or entertaining content (e.g., vlogs, cooking videos, streamed TV content). In total, 60% of the participants said they had sometimes, rarely or never noticed the SMFPs pointed out by the researcher themselves. Participants largely remembered non-core foods or brands (77%). Almost half (49%) of participants liked SMFPs, while only 6% disliked them. Conclusions This study contributes to a relatively unexplored research area. The outcomes show adolescents’ SMFP exposure mostly concerns unhealthy foods, shown in advertisements and other food-related posts, which are integrated into a wide variety of entertainment that is appreciated by adolescents. The results emphasise the need for more research on SMFPs, with particular focus on the impact on adolescent dietary behaviours, and clearer definitions and stricter regulations regarding adolescent-targeted social media food marketing.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Adolescents’ exposure to and evaluation of food promotions on social media: a multi-method approach

Bend

Jakstas

Kleef

et al. 2022

Int J Behav Nutr Phys Act

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“…While the policies for regulating marketing are mainly tailored for traditional media such as radio and TV, guidelines on how to regulate social media are still underdeveloped. Regulating the rapidly evolving social media marketing landscape of influencer marketing and user co-created marketing remains a challenge even for high income countries [ 84 , 85 , 86 ].…”

Section: Discussionmentioning

confidence: 99%

School Food Environment in Urban Zambia: A Qualitative Analysis of Drivers of Adolescent Food Choices and Their Policy Implications

Mukanu

Thow

Delobelle

et al. 2022

IJERPH

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Identifying context specific points for reforming policy to promote healthier food environments and consumer behavior in critical life stages like adolescence is crucial in addressing the double burden of malnutrition. Using a qualitative study design, we conducted 20 focus group discussions with grade 10 pupils from ten secondary schools in Lusaka. Turner’s framework which conceptualizes the food environment into two domains—the external domain (availability, pricing, vendor and product properties, and marketing and regulation of food) and the internal domain (accessibility, affordability, convenience, and desirability of food)—was used to guide thematic data analysis and results interpretation. Adolescents stated their food choices are largely based on personal preference linked to the need for social acceptability among peers. Adolescents felt their food choice is limited to ‘cheap junk foods’ which are affordable and readily available at school. Healthy foods like fruits were said to be inaccessible and unaffordable by the majority of adolescents. Some adolescents stated they were attracted to certain foods by adverts they see on TV and social media. School food environments in urban Lusaka do not support healthy food choices. Policy reforms are required to increase access to affordable healthy food options in schools, and to curb the indiscriminate marketing of unhealthy foods to adolescents.

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“…La promoción o comunicación funciona como un enlace entre el cliente y la empresa, mediante el cual se tratará de informar, persuadir y recordar sobre sus productos o servicios [14]. Dentro de este elemento se utiliza la publicidad, promociones y los diferentes canales de comunicación por donde la empresa dará a conocer su oferta.…”

Section: Bmarketing MIXunclassified

Consumer behavior respect to the Marketing Mix in the market of semi-finished and finished cocoa products

Tasiguano-Montatixe

Teneda-Llerena

2022

uct

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The objective of this study was to describe consumer behavior in relation to the elements of the marketing mix: product and communication in the market of semi-finished and finished products in the city of Quito-Ecuador. The methodology used was descriptive, quantitative, and bibliographic with a transversal cut, an online survey was applied to the Economically Active Population of the city of Quito with tastes and interests in semi-finished and finished cocoa products. The results showed the trends and preferences of consumers for innovative products with biodegradable characteristics and regarding communication, their inclination on digital communication, mainly through social networks. In addition, it was determined that there are a large number of consumers abroad since export data are high. Keywords: Marketing, marketing mix, cocoa market. References [1]FAO. (2020, junio 24). "El encanto del chocolate de origen ecuatoriano". [Online]. Available: http://www.fao.org/ecuador/noticias/detail-events/ru/c/1295417/. [2]ANECACAO. (2021, septiembre 22). Quiénes somos: ANECACAO. [Online]. Available: http://www.anecacao.com/es/quienes-somos/cacao-nacional.html.[3]M. Quintero y K. Díaz. "El mercado mundial del cacao". Agroalimentaria, pp. 47-59, 2004. [Online]. Disponible en: http://ve.scielo.org/scielo.php?script=sci_arttext&pid=S1316-03542004000100004. [4]ESPAE. "Estudios Industriales: Orientación estratégica para la toma de decisiones – Industria de Cacao". Guayaquil, 2016. [Online]. Available: https://www.espae.edu.ec/publicaciones/estudios-industriales-orientacion-estrategica-para-la-toma-de-decisiones-industria-de-cacao/. [5]L. Fischer and J. Espejo. Mercadotecnia. 4º edición. México, D.F: McGraw-Hill, 2011. [6]M. Raiteri. "El comportamiento del consumidor actual". Trabajo de investigación, Universidad Nacional de Cuyo. 2016. [Online]. Available: https://bdigital.uncu.edu.ar/fichas.php?idobjeto=8046. [7]M. Išoraitė. "Marketing mix theorical aspects". IJRG, pp. 25-37, 2016. [Online]. Available: https://www.granthaalayahpublication.org/journals/index.php/granthaalayah/article/view/IJRG16_C06_07/2505. [8]J. Serna, G. Echeverri and L. Restrepo. "Marketing mix y las nuevas tendencias: una mirada desde las ciencias duras". EET, pp.177-191, 2013. [Online]. Available: https://revistas.esumer.edu.co/index.php/escenarios/article/view/99. [9]P. Kotler and K. Keller. Dirección de marketing. 14ª ed. México: Pearson educación, 2012. [10] T. Suárez. "Evolución del marketing 1.0 al 4.0". RRAMA, pp. 209-227, 2018. [Online]. Available: https://dialnet.unirioja.es/servlet/articulo?codigo=6748137. [11]P. Kotler, H. Kartajaya and I. Setiawan. Marketing 4.0: Moving from traditional to digital. New Jersey: John Wiley & Sons, Inc, 2017. [12]M. Espuga. "Estrategias de marketing en un biblioteca pública de suburbio: biblioteca font de la mina". EPI, pp. 39-43,2015. [Online]. Available: https://revista.profesionaldelainformacion.com/index.php/EPI/article/view/epi.2015.ene.05/17755. [13]M. Blunt, C. Teller, and A. Floh. "Testing Retail Marketing-Mix Effects on Patronage: A Meta-Analysis". JOR, pp. 113-135, 2018. [14]D. Van der Bend, T. Jakstas, E. Van Kleef, and V. Shrewsbury. 2021. "Making sense of adolescent-targeted social media food marketing: A qualitative study of expert views on key definitions, priorities, and challenges". APPETITIVE, vol. 168, 2022. [Online]. Available: https://www.sciencedirect.com/science/article/pii/S0195666321005985. [15]A. E. Ramón and C. Segovia. Comunicación Integrada de Marketing. Madrid: ESIC, 2016. [16]V. León, J.C. Erazo, C. Narváez and J. Bautista. "Marketing mix de servicios de valor agregado de última milla. Valor y trascendencia de las 4 P". VD, pp.145-172, 2019. [Online]. Available: https://doi.org/10.33262/visionariodigital.v3i2.2.628. [17]J. P. Peter and P. Olson. Comportamiento del consumidor y estrategia de marketing. México, D.F: McGraw-Hill, 2006. [18]R. Hernández. Metodología de la investigación. 6ª ed. México: McGraw-Hill, 2014. [19]INEC. "Censo de población y vivienda 2010". Censo poblacional, Ecuador, 2010. [Online]. Available: https://www.ecuadorencifras.gob.ec/base-de-datos-censo-de-poblacion-y-vivienda-2010/. [20]SNI. "Sistema Nacional de Información. Indicadores económicos". 2010. [Online]. Available: http://indestadistica. sni.gob.ec/QvAJAXZfc/opendoc.htm?document=SNI.qvw&host=QVS@kukuri&anonymous=truehttp://indestadistica.sni.gob.ec/QvAJAXZfc/opendoc.htm?document=SNI.qvw&host=QVS@kukuri&anonymous=-true&bookmark=Document/BM40. [Last access: October 10th, 2021]. [21]M. González, M. Flores, and T. García. "Dinámica de la producción y comercialización del cacao ecuatoriano. Un enfoque en la provincia del Oro". Machala:UTMACH, 2018. [22] MAGAP. "Estudio de hábitos de consumo de chocolate en el Ecuador". Ecuador, 2016. [23]J. Concha. "El efecto país de origen en marcas dominantes". PYG, pp.122-141, 2015. [Online]. Available: http://www.scielo.org.co/scielo.php?script=sci_arttext&pid=S1657-62762015000200008. [24]C. Cortés. "Envases inteligentes". Universidad Andrés Bello. 2017. [Online]. Disponible en: http://repositorio.unab.cl/xmlui/handle/ria/4352. [25]L. Peng, M. Johnstone, and L. Yang. "Barriers to green consumption behaviors: The roles of consumers’ green perceptions". AMJ, 2016. [Online]. Available: http://dx.doi.org/10.1016/j.ausmj.2016.08.001. [26]T. A. Monteiro, A. Giuliani, J. Cavazos and N. Kassouf. "Mezcla del marketing verde: una perspectiva teórica". CDC, pp 103-126, 2016. [Online]. Available:https://www.redalyc.org/pdf/462/46243484005.pdf. [27]C. Dhaoui and C.M. Webster. "Brand and consumer engagement behaviors on Facebook brand pages: Let's have a (positive) conversation". IJRM, pp. 155-175,2018. [Online]. Available: https://doi.org/10.1016/j.ijresmar.2020.06.005.

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Making sense of adolescent-targeted social media food marketing: A qualitative study of expert views on key definitions, priorities and challenges

Cited by 41 publications

References 36 publications

Adolescents’ exposure to and evaluation of food promotions on social media: a multi-method approach

Adolescents’ exposure to and evaluation of food promotions on social media: a multi-method approach

School Food Environment in Urban Zambia: A Qualitative Analysis of Drivers of Adolescent Food Choices and Their Policy Implications

Consumer behavior respect to the Marketing Mix in the market of semi-finished and finished cocoa products

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