Consumers acceptability of using screen capture methods to capture marketing strategies on online food delivery platforms

A qualitative study

Bibliographic Data

ID15097334
AuthorsAdyya Gupta (0000-0003-3900-9849, Deakin University, corresponding author), Kathryn Backholer (0000-0002-3323-575X, Deakin University), Catherine E Huggins (0000-0003-3929-7756, Deakin University), Gloria KW Leung (0000-0002-6561-8296, Deakin University), Rebecca Bennett (0000-0002-0686-9853, Deakin University), Alexis Peeters (0000-0003-4340-9132, Deakin University)
Year2025
Volume28
Issue1
Pagese88-e88
Publication date2025-01-01
Open AccessYes
TypeARTICLE
VenuePublic Health Nutrition (JOURNAL)
Journal identifiersISSN: 1368-9800 • E-ISSN: 1475-2727
PublisherCambridge University Press (CUP) (PUBLISHER)
DOI10.1017/s1368980025000515
PMID40223705
OpenAlexW4409436606
LanguageEN
Citations received2
References cited45

Objective: The use of online food delivery (OFD) platforms is on the rise, and currently, there are no public health policies that regulate what and how food is sold on these platforms. Research quantifying and describing the marketing strategies on OFD platforms is limited. Our study aimed to test the consumers’ acceptability of using two screen capture methods to record their food purchasing behaviour on OFD platforms and describe consumers’ exposure to, and engagement with, marketing strategies on OFD platforms in real time. Design: Semi-structured online interviews on the consumer acceptability of using the screen capture methods were analysed using thematic analysis. Screen recordings of OFD orders were analysed using content analysis, guided by the marketing mix framework (i.e. product, placement, price and promotion). Settings: Victoria, Australia Participants: Twenty adults using the OFD service at least once a month were recruited. Results: The mean age of the sample was 28 years. 75 % were females, over 80 % had completed higher education and 20 % lived with children Conclusions: Our study demonstrates that screen recording is an acceptable method for capturing and assessing consumers’ real-time exposure to, and engagement with, a range of marketing strategies on the OFD platform. Studies with larger samples are needed to substantiate our findings

Advertising · Business · Marketing mix · Product (mathematics · Promotion (chess · Purchasing · Qualitative research · Sociology · Thematic analysis · Digital Marketing and Social Media · Mobile Health and mHealth Applications · Technology Adoption and User Behaviour · Marketing

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Open DOIOpen Access