TikTok影响者如何披露食品和饮料品牌合作伙伴关系:描述性研究
Roxanne Dupuis1,2, Aviva A Musicus3,4, Brittany Edghill2,5
1Department of Population Health, NYU Grossman School of Medicine, New York, NY, United States.
Journal of medical Internet research
|March 7, 2025
概括
TikTok的影响者经常推广食品和饮料,但大多数品牌内容缺乏明确的披露. 这种营销策略需要更多的透明度,以保护青少年免受不健康食品营销的影响.
科学领域:
- 社交媒体营销 社交媒体营销
- 青少年健康 青少年健康
- 营养传播 营养传播
背景情况:
- 食品和饮料营销显著影响青少年的健康和饮食习惯.
- 公司花费数十亿美元用于广告,越来越多地利用社交媒体的影响力.
- 影响者认可通常会模糊娱乐和商业推广之间的界限.
研究的目的:
- 量化TikTok影响者推广食品和饮料产品的频率.
- 记录影响者在内容中披露品牌关系所使用的各种方法.
主要方法:
- 分析了来自美国前100名TikTok影响者 (发布于2022年7月1日之前) 的多达100个视频.
- 数据收集包括影响力指标和视频参与 (浏览量,喜欢).
- 视频的编码为特色食品/饮料产品,品牌关联和披露方法 (视频,音频,标题).
主要成果:
- 在8871个视频中,有15.3%的视频介绍了食品/饮料产品,获得了900多万次浏览和100万次赞.
- 近一半 (47.6%) 的这些视频都以品牌产品为特色,其中69.3%缺乏披露.
- 标题标签是最常见的披露 (28.1%),而官方平台标签很少使用 (0.2%).
结论:
- 常见的披露方法,如标题标签,无法清晰区分赞助内容.
- 青少年需要更清晰,更强大的披露,以减轻食品营销的不当影响.
- 调查结果支持扩大自我监管计划,包括针对社交媒体的老年青少年.
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