Freeman Becky, Kelly Bridget, Baur Louise, Chapman Kathy, Chapman Simon, Gill Tim, King Lesley
Becky Freeman, Simon Chapman, and Lesley King are with the School of Public Health, University of Sydney, New South Wales, Australia. Bridget Kelly is with the School of Health and Society, University of Wollongong, New South Wales. Louise Baur is with the Discipline of Paediatrics and Child Health, University of Sydney, New South Wales. Kathy Chapman is with Health Strategies, Cancer Council New South Wales, Woolloomooloo, Australia. Tim Gill is with the Boden Institute of Obesity, Nutrition, Exercise and Eating Disorders, University of Sydney, New South Wales.
Am J Public Health. 2014 Dec;104(12):e56-64. doi: 10.2105/AJPH.2014.302167. Epub 2014 Oct 16.
We assessed the amount, reach, and nature of energy-dense, nutrient-poor (EDNP) food and beverage marketing on Facebook.
We conducted a content analysis of the marketing techniques used by the 27 most popular food and beverage brand Facebook pages in Australia. We coded content across 19 marketing categories; data were collected from the day each page launched (mean = 3.65 years of activity per page).
We analyzed 13 international pages and 14 Australian-based brand pages; 4 brands (Subway, Coca-Cola, Slurpee, Maltesers) had both national and international pages. Pages widely used marketing features unique to social media that increase consumer interaction and engagement. Common techniques were competitions based on user-generated content, interactive games, and apps. Four pages included apps that allowed followers to place an order directly through Facebook. Adolescent and young adult Facebook users appeared most receptive to engaging with this content.
By using the interactive and social aspects of Facebook to market products, EDNP food brands capitalize on users' social networks and magnify the reach and personal relevance of their marketing messages.
我们评估了脸书上能量密集、营养匮乏（EDNP）食品和饮料营销的数量、覆盖范围及性质。
我们对澳大利亚27个最受欢迎的食品和饮料品牌脸书页面所使用的营销技巧进行了内容分析。我们对19个营销类别中的内容进行了编码；数据收集自每个页面上线之日（每个页面平均活跃3.65年）。
我们分析了13个国际页面和14个澳大利亚本土品牌页面；4个品牌（赛百味、可口可乐、思乐冰、麦提莎）既有国际页面也有本土页面。各页面广泛使用社交媒体特有的营销功能，以增加消费者的互动和参与度。常见技巧包括基于用户生成内容的竞赛、互动游戏和应用程序。有4个页面包含允许关注者直接通过脸书下单的应用程序。青少年和年轻成年脸书用户似乎最容易接受与这类内容互动。
通过利用脸书的互动性和社交性来营销产品，EDNP食品品牌利用用户的社交网络，扩大了其营销信息的传播范围和个人相关性。
