Digital Junk

Food and Beverage Marketing on Facebook

Datos Bibliográficos

ID11027770
AutoresBecky Freeman (0000-0002-2082-9612, Becky Freeman, Simon Chapman, and Lesley King are with the School of Public Health, University of Sydney, New South Wales, Australia. Bridget Kelly is with the School of Health and Society, University of Wollongong, New South Wales. Louise Baur is with the Discipline of Paediatrics and Child Health, University of Sydney, New South Wales. Kathy Chapman is with Health Strategies, Cancer Council New South Wales, Woolloomooloo, Australia. Tim Gill is with the Boden Institute of Obesity, Nutrition, Exercise...), Bridget Kelly (0000-0003-3111-6279, Becky Freeman, Simon Chapman, and Lesley King are with the School of Public Health, University of Sydney, New South Wales, Australia. Bridget Kelly is with the School of Health and Society, University of Wollongong, New South Wales. Louise Baur is with the Discipline of Paediatrics and Child Health, University of Sydney, New South Wales. Kathy Chapman is with Health Strategies, Cancer Council New South Wales, Woolloomooloo, Australia. Tim Gill is with the Boden Institute of Obesity, Nutrition, Exercise...), L A Baur (0000-0002-4521-9482, Cancer Council NSW), Louise Baur (Becky Freeman, Simon Chapman, and Lesley King are with the School of Public Health, University of Sydney, New South Wales, Australia. Bridget Kelly is with the School of Health and Society, University of Wollongong, New South Wales. Louise Baur is with the Discipline of Paediatrics and Child Health, University of Sydney, New South Wales. Kathy Chapman is with Health Strategies, Cancer Council New South Wales, Woolloomooloo, Australia. Tim Gill is with the Boden Institute of Obesity, Nutrition, Exercise...), Kathy Chapman (0000-0002-1236-9185, Becky Freeman, Simon Chapman, and Lesley King are with the School of Public Health, University of Sydney, New South Wales, Australia. Bridget Kelly is with the School of Health and Society, University of Wollongong, New South Wales. Louise Baur is with the Discipline of Paediatrics and Child Health, University of Sydney, New South Wales. Kathy Chapman is with Health Strategies, Cancer Council New South Wales, Woolloomooloo, Australia. Tim Gill is with the Boden Institute of Obesity, Nutrition, Exercise...), Simon Chapman (0000-0001-7680-5049, Becky Freeman, Simon Chapman, and Lesley King are with the School of Public Health, University of Sydney, New South Wales, Australia. Bridget Kelly is with the School of Health and Society, University of Wollongong, New South Wales. Louise Baur is with the Discipline of Paediatrics and Child Health, University of Sydney, New South Wales. Kathy Chapman is with Health Strategies, Cancer Council New South Wales, Woolloomooloo, Australia. Tim Gill is with the Boden Institute of Obesity, Nutrition, Exercise...), Tim Gill (0000-0002-0343-8214, Becky Freeman, Simon Chapman, and Lesley King are with the School of Public Health, University of Sydney, New South Wales, Australia. Bridget Kelly is with the School of Health and Society, University of Wollongong, New South Wales. Louise Baur is with the Discipline of Paediatrics and Child Health, University of Sydney, New South Wales. Kathy Chapman is with Health Strategies, Cancer Council New South Wales, Woolloomooloo, Australia. Tim Gill is with the Boden Institute of Obesity, Nutrition, Exercise...), Lesley King (Becky Freeman, Simon Chapman, and Lesley King are with the School of Public Health, University of Sydney, New South Wales, Australia. Bridget Kelly is with the School of Health and Society, University of Wollongong, New South Wales. Louise Baur is with the Discipline of Paediatrics and Child Health, University of Sydney, New South Wales. Kathy Chapman is with Health Strategies, Cancer Council New South Wales, Woolloomooloo, Australia. Tim Gill is with the Boden Institute of Obesity, Nutrition, Exercise...)
Año2014
Volumen104
Número12
Páginase56-e64
Fecha de publicación2014-12-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaAmerican Journal of Public Health (JOURNAL)
Identificadores de la revistaISSN: 0090-0036 • E-ISSN: 1541-0048
EditorialAmerican Public Health Association (PUBLISHER • US)
DOI10.2105/ajph.2014.302167
PMID25322294
OpenAlexW2129340565
IdiomaEN
Citas recibidas65
Referencias citadas25

Objectives. We assessed the amount, reach, and nature of energy-dense, nutrient-poor (EDNP) food and beverage marketing on Facebook. Methods. We conducted a content analysis of the marketing techniques used by the 27 most popular food and beverage brand Facebook pages in Australia. We coded content across 19 marketing categories; data were collected from the day each page launched (mean = 3.65 years of activity per page). Results. We analyzed 13 international pages and 14 Australian-based brand pages; 4 brands (Subway, Coca-Cola, Slurpee, Maltesers) had both national and international pages. Pages widely used marketing features unique to social media that increase consumer interaction and engagement. Common techniques were competitions based on user-generated content, interactive games, and apps. Four pages included apps that allowed followers to place an order directly through Facebook. Adolescent and young adult Facebook users appeared most receptive to engaging with this content. Conclusions. By using the interactive and social aspects of Facebook to market products, EDNP food brands capitalize on users’ social networks and magnify the reach and personal relevance of their marketing messages

Advertising · Business · Coca cola · Digital marketing · Food marketing · Order (exchange) · Political science · Relevance (law) · Social media · World Wide Web · Computer Science · Culinary Culture and Tourism · Digital Marketing and Social Media · Marketing · Social Media in Health Education