School of Medicine and Dentistry, Griffith University, Gold Coast, QLD, Australia.
Higher Degree Research (Health), Griffith University, Gold Coast, QLD, Australia.
BMC Public Health. 2024 Sep 4;24(1):2405. doi: 10.1186/s12889-024-18604-9.
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.
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.
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.
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.
探讨在 Instagram 上向低收入青少年推广快餐的情况，具体目标包括：(i) 识别快餐品牌在 Instagram 上用于向尼日利亚青少年推广快餐的营销策略；(ii) 考察这些策略对用户参与度的影响。
对尼日利亚五个快餐品牌在 Instagram 账户上为期 90 天的帖子进行内容分析。使用基于相关文献制定的代码簿，分析了总共 576 个帖子，以识别针对青少年的策略。用户参与度通过每个帖子收到的点赞数来衡量。
观察到的品牌经常使用针对青少年的营销策略，最受欢迎的策略包括情感诉求、“青少年用语”和产品诉求。曼-惠特尼 U 检验的结果显示，这些促销策略的使用与用户参与度之间存在显著关联。针对青少年的策略，如产品诉求和竞赛，导致与快餐促销内容的用户参与度更高。
快餐公司通过使用 Instagram 大量针对低收入青少年。这引发了与该年龄段经常广告宣传相关的不健康食品消费的健康问题。此外，这种接触增加了广告互动，可能使青少年对快餐的看法更加积极。总体而言，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，针对社交媒体平台的功能采取行动，这些功能使用户能够与快餐广告互动。
