尼日利亚青少年通过Instagram接触快餐营销的情况。

IF 3.5 2区 医学 Q1 PUBLIC, ENVIRONMENTAL & OCCUPATIONAL HEALTH BMC Public Health Pub Date : 2024-09-04 DOI:10.1186/s12889-024-18604-9
Elijah Bankole, Neil Harris, Shannon Rutherford, Nicola Wiseman
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引用次数: 0

摘要

目的探讨在 Instagram 上向低收入青少年推广快餐的问题,具体目标是:(i) 确定快餐品牌在 Instagram 上向尼日利亚青少年推广快餐所使用的营销策略;(ii) 研究这些策略对用户参与度的影响:设计:对尼日利亚五家快餐品牌 Instagram 账户在 90 天内发布的帖子进行了内容分析。共分析了 576 篇帖子,使用了根据相关文献编制的编码手册,以确定针对青少年的策略。用户参与度根据每条帖子获得的点赞数进行衡量:观察到的品牌经常使用针对青少年的营销策略,其中最常用的策略是情感诉求、"青少年语言 "和产品诉求。Mann-Whitney U 检验结果显示,这些营销策略的使用与用户参与度之间存在显著关联。以青少年为目标的策略,如产品吸引力和竞赛,使用户对快餐宣传内容的参与度更高:结论:快餐公司通过使用 Instagram 大量瞄准低收入青少年。结论:快餐公司通过使用 Instagram 大量瞄准收入较低的青少年,这引起了人们对健康问题的关注,因为在这一人群中定期投放广告会导致不健康食品的消费。此外,这种接触会增加广告互动,从而使青少年更积极地看待快餐。总之,研究结果表明,需要采取行动限制和减少青少年在社交媒体上接触快餐营销的影响,并针对社交媒体平台的特点,使用户能够与快餐广告进行互动。
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Nigerian adolescents' exposure to fast food marketing via Instagram.

Objectives: To explore the promotion of fast food to lower-income adolescents on Instagram with the specific aims of (i) identifying the marketing strategies used by fast food brands on Instagram to promote fast food to Nigerian adolescents and (ii) examining the influence of these strategies on user engagement.

Design: A content analysis of posts from a 90-day period of the Instagram accounts of five fast-food brands in Nigeria was conducted. Overall, 576 posts were analysed, using a codebook developed based on the relevant literature, to identify adolescent-targeted strategies. User engagement was measured by number of likes each post received.

Results: The observed brands frequently utilised adolescent-targeted marketing strategies, with the most popular strategies being emotional appeal, 'teen language' and product appeal. The results of Mann-Whitney U tests revealed significant associations between the use of these promotional strategies and user engagement. Adolescent-aimed strategies like product appeal and competitions resulted in higher user engagement with fast food promotional content.

Conclusion: Fast food companies heavily target lower income adolescents through the use of Instagram. This raises health concerns related to the consumption of unhealthy food that arises from regular advertising in that demographic. Further, this exposure increases ad interactions that could cause adolescents to view fast foods more positively. Overall, findings indicate the need for actions aiming to limit and reduce the effect of adolescents' exposure to fast food marketing on social media, to target the features of social media platforms which affords users the ability to interact with fast food advertisements.

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来源期刊
BMC Public Health
BMC Public Health 医学-公共卫生、环境卫生与职业卫生
CiteScore
6.50
自引率
4.40%
发文量
2108
审稿时长
1 months
期刊介绍: BMC Public Health is an open access, peer-reviewed journal that considers articles on the epidemiology of disease and the understanding of all aspects of public health. The journal has a special focus on the social determinants of health, the environmental, behavioral, and occupational correlates of health and disease, and the impact of health policies, practices and interventions on the community.
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