Dataset Information

Advertising patterns of a fast-food chain on social media in Brazil.

ABSTRACT:

Objective

To investigate the advertising patterns on the posts of a fast-food chain in Brazil on three social media platforms in 2019.

Design

An exploratory cross-sectional study.

Setting

Advertising strategies on the posts of a major fast-food chain on their official Facebook, Instagram and YouTube accounts. The strategies were investigated according to the INFORMAS protocol for food promotion monitoring. Principal component analysis (PCA) was employed to identify advertising patterns in each platform.

Participants

305 advertisements.

Results

Four advertising patterns were identified in the PCA of Facebook and Instagram. In both platforms, the components for kids and product exaltation were similar. On Facebook, a pattern corresponding to economic appeal was identified as price and discount, while on Instagram, this pattern also included a practical approach. On Facebook, the fourth component was named celebrity, while on Instagram it was celebrity/innovation since on this second social media the component also included the 'new brand development' variable. On YouTube, three advertising patterns were identified in PCA. Similar to the other platforms, the first and the second patterns were called for kids and price and discount, and the third component referred to both celebrity and commemorative dates.

Conclusions

The advertising patterns of the fast-food chain on three social media platforms were commonly directed to children and addressed price, discounts and the celebrities' universe. The findings of this study corroborate other data in the literature regarding unhealthy food advertising on social media. This study discusses the urgency of regulating food advertising content on this medium.

SUBMITTER: da Silva JM

PROVIDER: S-EPMC9991549 | biostudies-literature | 2021 Dec

REPOSITORIES: biostudies-literature

ACCESS DATA

Publications

Advertising patterns of a fast-food chain on social media in Brazil.

da Silva Jéssica Moreira JM Matos Juliana de Paula JP Rodrigues Michele Bittencourt MB Mais Laís Amaral LA Claro Rafael Moreira RM Horta Paula Martins PM

Public health nutrition 20211223 8

<h4>Objective</h4>To investigate the advertising patterns on the posts of a fast-food chain in Brazil on three social media platforms in 2019.<h4>Design</h4>An exploratory cross-sectional study.<h4>Setting</h4>Advertising strategies on the posts of a major fast-food chain on their official Facebook, Instagram and YouTube accounts. The strategies were investigated according to the INFORMAS protocol for food promotion monitoring. Principal component analysis (PCA) was employed to identify advertis ...[more]

PMID: 34937603

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Project description:ObjectiveGlobal trends, such as improving accessibility to healthcare services through the Internet, and the COVID-19 pandemic are among the driving factors in the adoption of digital health. This study hypothesized that digital solutions can reach and gather data from a large number of patients with trigeminal neuralgia (TN), a commonly misdiagnosed neuropathic facial pain syndrome, and quickly and fast-track their diagnosis by suggesting them to consult a neurologist. We developed an accessible digital screening tool based on patient symptoms and history to test this hypothesis and used social media advertisement to screen a general population for TN.MethodsThe standard diagnostic criteria, International Classification of Orofacial Pain, for facial pain is digitized as a web-based questionnaire that allows easy access to the evaluation for patients with suspected TN symptoms. Targeted search with relevant keywords and display campaigns on Google search engine and Facebook social media platform were used to reach large numbers of subjects. A report was autogenerated, which included a summary of a subject's symptoms, likely or likely not TN diagnosis, and information to seek appropriate medical assistance.ResultsThe website was live for seven weeks and generated 240 screening questionnaire submissions, with a total spending of $2482. Forty-four subjects (18.3%) that reported typical symptoms of TN experienced unilateral and episodic pain in one of the trigeminal nerve regions.ConclusionsWe have demonstrated the feasibility of social media advertisement and digitally screening a general population for TN, gathering valuable clinical data, such as pain characteristics, through a web-based questionnaire. Based on these data, patients with similar symptoms of TN are suggested to consult a neurologist for diagnosis. This study provides a framework for using digital screening tools to improve the healthcare experience of patients who would spend several months before finding appropriate diagnosis for their specific conditions.

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Dataset Information

Advertising patterns of a fast-food chain on social media in Brazil.

Objective

Design

Setting

Participants

Results

Conclusions

Publications

Advertising patterns of a fast-food chain on social media in Brazil.

Similar Datasets

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