[阿根廷商业婴儿配方奶粉的数字营销:数字民族学研究]
Flavia Demonte1, Daniela Paola Bruno2, María Celeste Nessier3
1Posdoctora en Ciencias Sociales. Investigadora Adjunta, Consejo Nacional de Investigaciones Científicas y Técnicas, con sede en Escuela Interdisciplinaria de Altos Estudios Sociales, Universidad Nacional de San Martín, Buenos Aires, Argentina.
Salud colectiva
|June 19, 2024
概括
阿根廷的婴儿配方奶粉营销绕过了法规,通过数字道和医疗保健专业人员影响了母亲. 当局需要更新数字营销法规和对医疗专业人员的监督.
科学领域:
- 公共卫生 公共卫生
- 营销 营销 营销 营销 营销
- 社会学 社会学 社会学
背景情况:
- 哺乳提供了显著的健康益处,但启动和维护面临着挑战.
- 婴儿配方奶粉的营销做法,特别是那些违反法规的做法,有助于早期停止母乳养.
研究的目的:
- 调查阿根廷婴儿配方奶粉品牌的数字营销曝光情况.
- 分析用户与婴儿配方奶粉品牌的互动及其在线对话中的痕迹.
- 了解婴儿配方公司在数字空间使用的策略.
主要方法:
- 使用数字民族学的定性方法.
- 在2022年期间,对Facebook群组内的互动进行分析.
- 检查品牌营销策略和用户参与模式.
主要成果:
- 婴儿配方奶粉公司采用规范规避策略和间接参与策略.
- 母亲通过广告产品属性与她们的愿望之间的相关性接触到营销.
- 医疗专业人员充当中介,作为配方公司的营销资源.
结论:
- 婴儿配方奶粉公司现有的营销策略规避了法规.
- 当局需要制定关于医疗保健专业人员实践的新协议.
- 必须更新法规,以有效地涵盖数字营销环境.
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