考察面向青年的食品营销支出与社交媒体关注者人口统计学特征之间的关系。
Examining the Relationship between Youth-Targeted Food Marketing Expenditures and the Demographics of Social Media Followers.
机构信息
Department of Population Health, New York University School of Medicine, New York, NY, 10016, USA.
Department of Psychology, University at Albany, State University of New York, Albany, NY, 12222, USA.
出版信息
Int J Environ Res Public Health. 2020 Mar 3;17(5):1631. doi: 10.3390/ijerph17051631.
UNLABELLED
Background: To determine how many adolescents follow food/beverage brands on Instagram and Twitter, and examine associations between brands' youth-targeted marketing practices and percentages of adolescent followers.
METHODS
We purchased data from Demographics Pro to characterize the demographics of Twitter and Instagram users who followed 27 of the most highly advertised fast food, snack, and drink brands in 2019. We used one-sample -tests to compare percentages of adolescent followers of the selected brands' accounts versus all social media accounts, independent samples -tests to compare followers of sugary versus low-calorie drink brands, and linear regression to examine associations between youth-targeted marketing practices and the percentages of adolescent followers.
RESULTS
An estimated 6.2 million adolescents followed the selected brands. A higher percentage of adolescents followed the selected brands' accounts (9.2%) compared to any account on Twitter (1.2%) ( < 0.001), but not Instagram. A higher percentage of adolescents followed sugary (7.9%) versus low-calorie drink brands (4.3%) on Instagram ( = 0.02), but we observed the opposite pattern for adults on Twitter and Instagram. Television advertising expenditures were positively associated with percentages of adolescent followers of the selected brands on Twitter ( = 0.03), but not Instagram.
CONCLUSIONS
Food and sugary drink brands maintain millions of adolescent followers on social media.
未加标签
背景：为了确定有多少青少年在 Instagram 和 Twitter 上关注食品/饮料品牌，并研究品牌针对年轻人的营销实践与青少年关注者比例之间的关联。
方法
我们从 Demographics Pro 购买数据，以描述在 2019 年最受广告宣传的 27 个快餐、零食和饮料品牌中，关注了这些品牌的 Twitter 和 Instagram 用户的人口统计学特征。我们使用单样本 t 检验比较了所选品牌账户的青少年关注者比例与所有社交媒体账户的比例，使用独立样本 t 检验比较了含糖饮料和低热量饮料品牌的关注者比例，并用线性回归检验了针对年轻人的营销实践与青少年关注者比例之间的关联。
结果
估计有 620 万青少年关注了所选品牌。与 Twitter 上的任何账户（1.2%）相比，青少年关注所选品牌账户的比例更高（9.2%）（<0.001），但在 Instagram 上并非如此。在 Instagram 上，青少年关注含糖饮料（7.9%）的比例高于低热量饮料（4.3%）（=0.02），但在 Twitter 和 Instagram 上，成年人的情况则相反。在 Twitter 上，电视广告支出与所选品牌的青少年关注者比例呈正相关（=0.03），但在 Instagram 上则不然。
结论
食品和含糖饮料品牌在社交媒体上拥有数百万青少年关注者。
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