“Tag a person who loves candy” – sociocultural approach to unhealthy food marketing to adolescents in social media

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2023-10-09 DOI:10.1108/yc-04-2023-1726
Ulla-Maija Sutinen, Roosa Luukkonen, Elina Närvänen
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Abstract

Purpose This study aims to examine adolescents’ social media environment connected to unhealthy food marketing. As social media have become a ubiquitous part of young people’s everyday lives, marketers have also shifted their focus to these channels. Literature on this phenomenon is still scarce and often takes a quite narrow view of the role of marketing in social media. Furthermore, the experiences of the adolescents are seldom considered. Design/methodology/approach Using a sociocultural approach and netnographic methodology, this study presents findings from a research project conducted in Finland. The data consist of both social media material and focus group interviews with adolescents. Findings The findings elaborate on unhealthy food marketing to adolescents in social media from two perspectives: sociocultural representations of unhealthy foods in social media marketing and social media influencers connecting with adolescents. Originality/value The study broadens and deepens the current understanding of unhealthy food marketing to adolescents taking place in social media. The study introduces a novel perspective to the topic by looking at it as a sociocultural phenomenon.
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“给爱吃糖的人贴上标签”——社交媒体青少年不健康食品营销的社会文化方法
本研究旨在探讨青少年社交媒体环境与不健康食品营销的关系。随着社交媒体成为年轻人日常生活中无处不在的一部分,营销人员也将注意力转移到了这些渠道上。关于这一现象的文献仍然很少,而且往往对营销在社交媒体中的作用持相当狭隘的看法。此外,青少年的经历很少被考虑。设计/方法/方法本研究采用社会文化方法和网络学方法,介绍了在芬兰进行的一项研究项目的结果。这些数据包括社交媒体材料和对青少年的焦点小组访谈。研究结果从不健康食品在社交媒体营销中的社会文化表征和社交媒体影响者与青少年的联系两个角度阐述了不健康食品在社交媒体上对青少年的营销。独创性/价值本研究拓宽和深化了目前对社交媒体上针对青少年的不健康食品营销的理解。该研究通过将其视为一种社会文化现象,为该主题引入了一种新颖的视角。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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