Departamento de Nutrição, Universidade Federal de Minas Gerais, Belo Horizonte, Brazil.
Sciensano, Department of Epidemiology and Public Health, Brussels, Belgium.
Health Promot Int. 2022 Oct 1;37(5). doi: 10.1093/heapro/daac133.
The Big Soda segment is central in modern food systems, and they invest heavily in digital marketing, but little is known about it. We aimed to analyze the digital marketing on Facebook of the soda brand with a major worldwide reach. Countries were described in terms of soda brand presence and popularity on Facebook according to countries' socio-demographic index (SDI) and the market share of soda brand (%MS). From 149 countries, 57.0% had soda brand's Facebook page among the top five in the number of followers within the beverage segment. Among them, digital marketing was described by the number of the page followers, the number of posts, and the number of interactions (likes, comments and shares) that each post received by Facebook users. Also, we analyzed the characteristics, and the use of marketing strategies on posts in a random sample of 10% (n = 1217) of all posts. We found that soda brand's popularity on Facebook was higher among countries with higher SDI and higher %MS. Also, the number of users that engaged with soda brand's posts was higher among countries with lower SDI and higher brand's %MS. The brand's posts focus on young adults, display of brand's products and glorification of its attributes. Other identified features include sport-related thematic and appeals to socialization and healthy eating. In addition, posts' characteristics differed with countries' characteristics. Soda brand digital marketing varies according to countries' characterization and maintains the brand position on the global marketing of beverages.
大苏打部分是现代食品系统的核心，他们在数字营销上投入巨资，但对此知之甚少。我们旨在分析具有全球影响力的苏打品牌在 Facebook 上的数字营销。根据各国的社会人口指数（SDI）和苏打品牌的市场份额（%MS），按国家描述苏打品牌在 Facebook 上的存在和受欢迎程度。在 149 个国家中，有 57.0%的国家的饮料类 Facebook 页面拥有最多的粉丝，排名前五。其中，数字营销的描述指标包括页面关注者的数量、帖子的数量以及每个帖子在 Facebook 用户中获得的点赞、评论和分享的数量。此外，我们还分析了在所有帖子的 10%（n=1217）随机样本中帖子的特征以及营销策略的使用情况。我们发现，在 SDI 较高和 %MS 较高的国家，苏打品牌在 Facebook 上的受欢迎程度较高。此外，在 SDI 较低和 %MS 较高的国家，与苏打品牌互动的用户数量较高。该品牌的帖子主要针对年轻成年人，展示品牌产品并美化其属性。其他已识别的功能包括与运动相关的主题以及对社交和健康饮食的呼吁。此外，帖子的特征因国家的特征而异。苏打品牌的数字营销因国家的特点而异，并保持了其在全球饮料营销中的品牌地位。
