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van der Bend DLM, Beunke TA, Shrewsbury VA, Bucher T, van Kleef E. My feed is what I eat? A qualitative study on adolescents' awareness and appreciation of food marketing on social media. J Hum Nutr Diet 2024. [PMID: 38856698 DOI: 10.1111/jhn.13336] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Grants] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 09/25/2023] [Accepted: 05/25/2024] [Indexed: 06/11/2024]
Abstract
BACKGROUND Adolescents spend much of their time online and hence are exposed to a lot of non-core (energy-dense, nutrient-poor) social media food marketing (SMFM). This may influence their dietary choices and health. This present study aimed to investigate adolescents' perceptions towards SMFM; that is, their recognition and appreciation of SMFM. METHODS Semi-structured one-on-one interviews were conducted with Dutch adolescents aged 13-16 years (n = 16), on Skype. Examples of food promotions on Instagram, Snapchat, TikTok and YouTube were discussed with adolescents. RESULTS Adolescents' reasons for recognising and appreciating or liking SMFM were often related to the level of product integration. Factors that determined participants' recognition of SMFM included product focus (e.g., brand or product prominence), sponsorship disclosure, type of content (paid, influencer and peer-generated content) and promotional strategy (e.g., discounts, promotional texts, layout). Participants' appreciation of SMFM was determined by the format of a post (image, video, text, pop-up), trustworthiness of the source (brand, celebrity, friend/peer), type of product promoted (core, non-core) and appearance or layout of a post (e.g., professionalism, appeal). CONCLUSIONS The present study contributes to the ongoing debate on how to increase adolescents' resilience to commercial messages that promote non-core foods. Adolescents mostly enjoy watching non-core video content from peers or influencers and do not perceive this as food marketing. It is recommended that future studies investigate the effects of earned social media marketing formats (i.e., unpaid peer and influencer endorsements) promoting non-core foods on adolescents' dietary intake, and how they can be made more critical towards such types of SMFM.
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Affiliation(s)
- Daphne L M van der Bend
- School of Health Sciences, College of Health, Medicine and Wellbeing, The University of Newcastle, Newcastle, NSW, Australia
- Department of Social Sciences, Marketing and Consumer Behaviour Group, Wageningen University & Research, Wageningen, The Netherlands
| | - Tjamke A Beunke
- Department of Social Sciences, Marketing and Consumer Behaviour Group, Wageningen University & Research, Wageningen, The Netherlands
| | - Vanessa A Shrewsbury
- School of Health Sciences, College of Health, Medicine and Wellbeing, The University of Newcastle, Newcastle, NSW, Australia
| | - Tamara Bucher
- School of Environmental and Life Sciences, College of Engineering, Science and Environment, The University of Newcastle, Ourimbah, NSW, Australia
| | - Ellen van Kleef
- Department of Social Sciences, Marketing and Consumer Behaviour Group, Wageningen University & Research, Wageningen, The Netherlands
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Carroll JE, Emond JA, Griffin LL, Bertone-Johnson ER, VanKim NA, Sturgeon SR. Children's Perception of Food Marketing Across Digital Media Platforms. AJPM FOCUS 2024; 3:100205. [PMID: 38560403 PMCID: PMC10981009 DOI: 10.1016/j.focus.2024.100205] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Subscribe] [Scholar Register] [Indexed: 04/04/2024]
Abstract
Introduction Exposure to food marketing increases the risk of poor diet. Children's perception and interpretation of food marketing across digital media platforms is understudied. Children aged 9-11 years are uniquely susceptible to food marketing because children may watch content alone, and it is unclear whether embedded ads are decipherable by children (e.g., social media influencers) and if children are receptive to advertisements. Methods The authors collected data from 21 child-parent dyads in 2022 to fill this gap. Children were interviewed about their food marketing exposure and media use and were asked to share their perspectives on food advertisements. Parents completed a survey for household digital devices, demographics, and perception of their child's food advertising knowledge. Results This study found that all children generally recognized direct food advertisements, could describe them with varying levels of confidence, and shared examples. Despite self-identifying ads and understanding the intent of advertising, many children are still receptive to advertisements on the basis of engaging content (e.g., liking the ads as entertainment, watching ads even when given the chance to skip the ad) and the food items marketed (e.g., liking the taste of foods). Conclusions These findings suggest that knowledge of advertisement exposure and intent of advertising are not sufficient to reduce receptiveness of unhealthy food ad exposure. Additional research on the potential impacts of embedded ads, such as through social media influencers, is needed to understand children's interaction with the current digital media landscape.
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Affiliation(s)
- Jennifer E. Carroll
- Department of Biostatistics and Epidemiology, School of Public Health & Health Sciences, University of Massachusetts Amherst, Amherst, Massachusetts
| | - Jennifer A. Emond
- Department of Biomedical Data Sciences, Geisel School of Medicine, Dartmouth College, Hanover, New Hampshire
- Department of Pediatrics, Geisel School of Medicine, Dartmouth College, Hanover, New Hamsphire
| | - Linda L. Griffin
- Department of Student Development, College of Education, University of Massachusetts Amherst, Amherst, Massachusetts
| | - Elizabeth R. Bertone-Johnson
- Department of Biostatistics and Epidemiology, School of Public Health & Health Sciences, University of Massachusetts Amherst, Amherst, Massachusetts
- Department of Health Promotion and Policy, School of Public Health & Health Sciences, University of Massachusetts Amherst, Amherst, Massachusetts
| | - Nicole A. VanKim
- Department of Biostatistics and Epidemiology, School of Public Health & Health Sciences, University of Massachusetts Amherst, Amherst, Massachusetts
| | - Susan R. Sturgeon
- Department of Biostatistics and Epidemiology, School of Public Health & Health Sciences, University of Massachusetts Amherst, Amherst, Massachusetts
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Mandzufas J, Lim N, McPhie S, Martin C, Johnston RS, Lombardi K, Trapp GSA. 'Black Out Rage Gallon' (aka borg): An investigation of a risky drinking trend on TikTok. Health Promot J Austr 2024. [PMID: 38763913 DOI: 10.1002/hpja.870] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [Grants] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 10/02/2023] [Revised: 04/25/2024] [Accepted: 04/28/2024] [Indexed: 05/21/2024] Open
Abstract
ISSUE ADDRESSED A 'Black Out Rage Gallon' (borg) is a customised, individual alcoholic beverage popularised on TikTok, whereby half the water in a gallon jug is replaced with alcohol (usually spirits), flavourings, electrolytes and caffeine. We investigated the characteristics and portrayal of the emerging alcohol trend associated with the hashtag descriptor #borg on TikTok. METHODS We identified highly viewed TikTok videos with the #borg hashtag (n = 103) and conducted a content analysis, capturing viewer engagement ('likes', shares, comments), techniques used, characteristics of featured individuals, and the portrayal of alcohol and risky drinking behaviours. RESULTS Alcohol was visible in three quarters of the videos analysed (n = 78, average amount of alcohol present 865 mL per borg) and consumed in one third of the videos (n = 34). One quarter of videos (n = 25) promoted alleged benefits of borg consumption compared to other alcohol products or approaches to drinking, yet only nine videos included a warning about potential harms. CONCLUSIONS The borg trend on TikTok may encourage risky drinking, by portraying it in a style that younger viewers are likely to see as fun and entertaining. SO WHAT?: We were able to gain a better understanding of how this potentially health harming activity is represented on a social media platform that is popular with young people. The speedy dissemination of this trend highlights the need to monitor, investigate and counter emerging trends. Concurrently, there is an urgent need for content restrictions to limit the visibility and promotion of risky alcohol consumption on TikTok.
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Affiliation(s)
- Joelie Mandzufas
- Telethon Kids Institute, Perth Children's Hospital, Nedlands, Western Australia, Australia
- University of Western Australia, School of Population and Global Health, Crawley, Western Australia, Australia
| | - Natalie Lim
- University of Western Australia, School of Population and Global Health, Crawley, Western Australia, Australia
| | - Skye McPhie
- Alcohol and Drug Foundation, Melbourne, Victoria, Australia
| | - Craig Martin
- Alcohol and Drug Foundation, Melbourne, Victoria, Australia
| | - Robyn S Johnston
- Telethon Kids Institute, Perth Children's Hospital, Nedlands, Western Australia, Australia
- University of Western Australia, School of Population and Global Health, Crawley, Western Australia, Australia
| | - Karen Lombardi
- Telethon Kids Institute, Perth Children's Hospital, Nedlands, Western Australia, Australia
- University of Western Australia, School of Population and Global Health, Crawley, Western Australia, Australia
| | - Gina S A Trapp
- Telethon Kids Institute, Perth Children's Hospital, Nedlands, Western Australia, Australia
- University of Western Australia, School of Population and Global Health, Crawley, Western Australia, Australia
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Pitt H, McCarthy S, Arnot G. Children, young people and the Commercial Determinants of Health. Health Promot Int 2024; 39:daad185. [PMID: 38294037 PMCID: PMC10828929 DOI: 10.1093/heapro/daad185] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Grants] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 02/01/2024] Open
Abstract
The commercial determinants of health (CDoH) have a significant impact on the health and well-being of children and young people (subsequently referred to as young people). While most research has focused on the influence of harmful industry marketing on young people, more recent CDoH frameworks have emphasized that a range of commercial systems and practices may influence health and well-being. Focusing on the impact of traditional and digital media, contemporary marketing strategies and corporate production and consumption processes, the following article outlines the impact of the CDoH on the health and wellbeing of young people. The article also provides evidence about how young people conceptualize the impact of corporate actors on health, and their involvement in advocacy strategies to respond. The article recommends that when collaborating with young people to understand the impacts of and responses to the CDoH, we should seek to diversify investigations towards the impact of a range of corporate tactics, systems and structures, rather than simply focusing on the impacts of advertising. This should include considering areas and priorities that young people identify as areas for action and understanding why some young people are more vulnerable to commercial tactics than others. Youth are powerful allies in responding to the CDoH. Public health and health promotion stakeholders could do more to champion the voices of young people and allow them to be active participants in the decisions that are made about harmful commercial practices and health.
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Affiliation(s)
- Hannah Pitt
- Institute for Health Transformation, Faculty of Health, Deakin University, 1 Gheringhap Street, Geelong, Victoria 3220, Australia
| | - Simone McCarthy
- Institute for Health Transformation, Faculty of Health, Deakin University, 1 Gheringhap Street, Geelong, Victoria 3220, Australia
| | - Grace Arnot
- Institute for Health Transformation, Faculty of Health, Deakin University, 1 Gheringhap Street, Geelong, Victoria 3220, Australia
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Romero-Rodriguez LM, Castillo-Abdul B. Toward state-of-the-art on social marketing research in user-generated content (UGC) and influencers. JOURNAL OF MANAGEMENT DEVELOPMENT 2023. [DOI: 10.1108/jmd-11-2022-0285] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Subscribe] [Scholar Register] [Indexed: 03/15/2023]
Abstract
PurposeThis study examines the research that has been conducted on user-generated advertising content in the social marketing strategies of commercial brands to understand the phenomenon, explore academic interest in the topic and identify areas of limited thematic coverage.Design/methodology/approachA systematic review of existing scientific literature in the Web of Science (WoS) and Scopus was carried out using the PRISMA protocol. A co-occurrence matrix was used to review emerging topics on user-generated content (UGC) and influencer marketing, allowing the identification of articles (n = 59) related to the objective of this research.FindingsMost research has analyzed UGC in images or text, but only very few have addressed videos and other digital formats (such as reels, image carousels or podcasts), although there is sufficient work focused on Twitter, Facebook and YouTube. There was no evidence of work exploring the effects, repercussions and possible dangers of uncontrolled brand exposure through Unofficial Brand Ambassadors.Originality/valueThe literature review has allowed finding important areas of future research that the scientific community has not sufficiently addressed. Likewise, this work shows structurally several classifications of UGC, which will facilitate future research to deepen and broaden these categories.
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Zorbas C, Jeyapalan D, Peeters A, Kapeke K, Sethi V, Murira Z, Gavaravarapu SM, Backholer K. World Children's Day 2022: power, policy, and children's rights to nutrition. Lancet 2022:S0140-6736(22)02352-2. [PMID: 36410363 DOI: 10.1016/s0140-6736(22)02352-2] [Citation(s) in RCA: 1] [Impact Index Per Article: 0.5] [Reference Citation Analysis] [Track Full Text] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Received: 11/09/2022] [Accepted: 11/11/2022] [Indexed: 11/19/2022]
Affiliation(s)
- Christina Zorbas
- Deakin University, Global Centre for Preventive Health and Nutrition, Institute for Health Transformation, Geelong, VIC 3220, Australia.
| | - Dheepa Jeyapalan
- The Victorian Health Promotion Foundation (VicHealth), Melbourne, VIC, Australia
| | - Anna Peeters
- Deakin University, Global Centre for Preventive Health and Nutrition, Institute for Health Transformation, Geelong, VIC 3220, Australia
| | - Kevin Kapeke
- The Victorian Health Promotion Foundation (VicHealth), Melbourne, VIC, Australia
| | - Vani Sethi
- UNICEF Regional Office for South Asia, Kathmandu, Nepal
| | - Zivai Murira
- UNICEF Regional Office for South Asia, Kathmandu, Nepal
| | - SubbaRao M Gavaravarapu
- National Institute of Nutrition, Indian Council of Medical Research, Department of Health Research, Ministry of Health and Welfare, Government of India, Hyderabad, India
| | - Kathryn Backholer
- Deakin University, Global Centre for Preventive Health and Nutrition, Institute for Health Transformation, Geelong, VIC 3220, Australia
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