YouTube Influencers: A New Defense against Childhood Obesity?

Jessica Castonguay, Nicole M. Messina
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Abstract

ABSTRACT Childhood obesity is a serious public health issue. While advertising on children’s television has been established as a contributing factor to poor dietary habits, less is known regarding the influence of food promotions in social media. Thus, this 2-part exploratory study examined the content and effects of food promotions in YouTube. Our data revealed that fruits and vegetables are more likely to be promoted on this newer platform than in television advertising. Study 2 then revealed that exposure to a promotion for healthy food was associated with more positive evaluations of the food. However, neither judgments of appropriateness nor persuasion knowledge activation were significantly associated with evaluations of the healthy food. Thus, our findings did not support the use of the persuasion knowledge model in examining covert advertising of healthy foods to children and instead provides support for the mere exposure effect.
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YouTube网红:对抗儿童肥胖的新防御?
儿童肥胖是一个严重的公共卫生问题。虽然儿童电视广告已被确定为不良饮食习惯的一个促成因素,但人们对社交媒体上食品促销的影响知之甚少。因此,这个由两部分组成的探索性研究考察了YouTube上食品促销的内容和效果。我们的数据显示,与电视广告相比,水果和蔬菜更有可能在这个新平台上进行推广。然后,研究2显示,接触健康食品的宣传与对食品的更积极评价有关。然而,适当性判断和说服知识激活与健康食品的评价均无显著相关。因此,我们的研究结果不支持使用说服知识模型来检验隐蔽的健康食品对儿童的广告,而是支持单纯的暴露效应。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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