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- Title
Advertising patterns of a fast-food chain on social media in Brazil.
- Authors
da Silva, Jéssica Moreira; Matos, Juliana de Paula; Rodrigues, Michele Bittencourt; Mais, Laís Amaral; Claro, Rafael Moreira; Horta, Paula Martins
- Abstract
Objective: To investigate the advertising patterns on the posts of a fast-food chain in Brazil on three social media platforms in 2019. Design: An exploratory cross-sectional study. Setting: Advertising strategies on the posts of a major fast-food chain on their official Facebook, Instagram and YouTube accounts. The strategies were investigated according to the INFORMAS protocol for food promotion monitoring. Principal component analysis (PCA) was employed to identify advertising patterns in each platform. Participants: 305 advertisements Results: Four advertising patterns were identified in the PCA of Facebook and Instagram. In both platforms, the components for kids and product exaltation were similar. On Facebook, a pattern corresponding to economic appeal was identified as price and discount, while on Instagram, this pattern also included a practical approach. On Facebook, the fourth component was named celebrity, while on Instagram it was celebrity/innovation since on this second social media the component also included the 'new brand development' variable. On YouTube, three advertising patterns were identified in PCA. Similar to the other platforms, the first and the second patterns were called for kids and price and discount, and the third component referred to both celebrity and commemorative dates. Conclusions: The advertising patterns of the fast-food chain on three social media platforms were commonly directed to children and addressed price, discounts and the celebrities' universe. The findings of this study corroborate other data in the literature regarding unhealthy food advertising on social media. This study discusses the urgency of regulating food advertising content on this medium.
- Subjects
BRAZIL; GOOGLE Inc.; FAST food restaurants; FOOD advertising; ADVERTISING; SOCIAL media; PRINCIPAL components analysis
- Publication
Public Health Nutrition, 2022, Vol 25, Issue 8, p2246
- ISSN
1368-9800
- Publication type
Article
- DOI
10.1017/S1368980021004973