数字平台上的食品营销:青少年看到了什么?
Charlene D Elliott1, Emily Truman1
1University of Calgary, Communication, Media and Film, 2500 University Drive NW, Calgary, AB, T2N 1N4, Canada.
Public health nutrition
|January 25, 2024
概括
青少年遇到了1392个数字食品广告,Instagram是最常见的平台. 视觉风格是青少年发现的最有说服力的营销技术.
科学领域:
- 数字营销 数字营销 数字营销
- 青少年健康 青少年健康
- 消费者行为 消费者行为
背景情况:
- 对青少年的食品和饮料的积极数字营销普遍存在.
- 关于青少年参与食品营销及其说服因素的研究有限.
研究的目的:
- 在四个流行的数字平台上检查青少年感知到的食品营销.
- 为了了解这种营销对青少年的说服力.
主要方法:
- 在7天内使用移动应用程序收集数据的探索性,参与性研究.
- 青少年 (13-17岁) 捕获并识别了针对青少年的食品/饮料广告,并指出了品牌,产品,吸引力和平台.
主要成果:
- 从Instagram,Snapchat,TikTok和YouTube捕获了1392个广告;Instagram是使用频率最高的平台 (46%).
- 饮料 (28.7%),快餐 (25.1%) 和糖果/巧克力是最受广告关注的类别.
- 视觉风格是所有平台上发现的主要说服力技术,其他技术因人口统计和平台而异.
结论:
- 提供了对数字食品营销策略及其对青少年的说服力影响的见解.
- 强调在食品营销研究和监测中考虑选择和突出的重要性.
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