The marketing of sugar‐sweetened beverages to young people on Facebook
Objective: We explored how sugar‐sweetened beverages are marketed to Australian young people through sugar‐sweetened beverage brand Facebook pages. Methods: We undertook a content analysis of Facebook posts made by six of the most popular sugar‐sweetened beverage Facebook pages in Australia. Data we...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2018-08-01
|
| Series: | Australian and New Zealand Journal of Public Health |
| Subjects: | |
| Online Access: | https://doi.org/10.1111/1753-6405.12801 |
| _version_ | 1797721087343067136 |
|---|---|
| author | Aimee L. Brownbill Caroline L. Miller Annette J. Braunack‐Mayer |
| author_facet | Aimee L. Brownbill Caroline L. Miller Annette J. Braunack‐Mayer |
| author_sort | Aimee L. Brownbill |
| collection | DOAJ |
| description | Objective: We explored how sugar‐sweetened beverages are marketed to Australian young people through sugar‐sweetened beverage brand Facebook pages. Methods: We undertook a content analysis of Facebook posts made by six of the most popular sugar‐sweetened beverage Facebook pages in Australia. Data were collected for a six‐month period and were quantitatively analysed for descriptive data and explicit marketing techniques and then thematically analysed for implicit marketing messages. Results: There were almost 1.9 million engagements across the six pages over the six‐month period. Most posts (70%) included one or more calls to action through which followers were encouraged to do something. Content by sports and energy drink brands were heavily dominated by ‘sporting prowess’ and ‘masculinity’ themes while content by Coca‐Cola shared the message of ‘having fun with friends’ and ‘happiness’. All pages used outdoor setting scenes. Conclusions: Sugar‐sweetened beverage brands use Facebook to align their marketing with the socio‐cultural values and practices likely to be regarded as important by young people. Implications for public health: Our findings provide challenges and opportunities for those in public health advocacy and policy to consider for future obesity‐reduction strategies. |
| first_indexed | 2024-03-12T09:29:35Z |
| format | Article |
| id | doaj.art-ca7accd4222b477eafb1ad8fad3925a7 |
| institution | Directory Open Access Journal |
| issn | 1326-0200 1753-6405 |
| language | English |
| last_indexed | 2024-03-12T09:29:35Z |
| publishDate | 2018-08-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Australian and New Zealand Journal of Public Health |
| spelling | doaj.art-ca7accd4222b477eafb1ad8fad3925a72023-09-02T13:58:10ZengElsevierAustralian and New Zealand Journal of Public Health1326-02001753-64052018-08-0142435436010.1111/1753-6405.12801The marketing of sugar‐sweetened beverages to young people on FacebookAimee L. Brownbill0Caroline L. Miller1Annette J. Braunack‐Mayer2School of Public Health The University of Adelaide South AustraliaSchool of Public Health The University of Adelaide South AustraliaSchool of Public Health The University of Adelaide South AustraliaObjective: We explored how sugar‐sweetened beverages are marketed to Australian young people through sugar‐sweetened beverage brand Facebook pages. Methods: We undertook a content analysis of Facebook posts made by six of the most popular sugar‐sweetened beverage Facebook pages in Australia. Data were collected for a six‐month period and were quantitatively analysed for descriptive data and explicit marketing techniques and then thematically analysed for implicit marketing messages. Results: There were almost 1.9 million engagements across the six pages over the six‐month period. Most posts (70%) included one or more calls to action through which followers were encouraged to do something. Content by sports and energy drink brands were heavily dominated by ‘sporting prowess’ and ‘masculinity’ themes while content by Coca‐Cola shared the message of ‘having fun with friends’ and ‘happiness’. All pages used outdoor setting scenes. Conclusions: Sugar‐sweetened beverage brands use Facebook to align their marketing with the socio‐cultural values and practices likely to be regarded as important by young people. Implications for public health: Our findings provide challenges and opportunities for those in public health advocacy and policy to consider for future obesity‐reduction strategies.https://doi.org/10.1111/1753-6405.12801sugar‐sweetened beveragesmarketingadvertisingsocial mediaonline |
| spellingShingle | Aimee L. Brownbill Caroline L. Miller Annette J. Braunack‐Mayer The marketing of sugar‐sweetened beverages to young people on Facebook Australian and New Zealand Journal of Public Health sugar‐sweetened beverages marketing advertising social media online |
| title | The marketing of sugar‐sweetened beverages to young people on Facebook |
| title_full | The marketing of sugar‐sweetened beverages to young people on Facebook |
| title_fullStr | The marketing of sugar‐sweetened beverages to young people on Facebook |
| title_full_unstemmed | The marketing of sugar‐sweetened beverages to young people on Facebook |
| title_short | The marketing of sugar‐sweetened beverages to young people on Facebook |
| title_sort | marketing of sugar sweetened beverages to young people on facebook |
| topic | sugar‐sweetened beverages marketing advertising social media online |
| url | https://doi.org/10.1111/1753-6405.12801 |
| work_keys_str_mv | AT aimeelbrownbill themarketingofsugarsweetenedbeveragestoyoungpeopleonfacebook AT carolinelmiller themarketingofsugarsweetenedbeveragestoyoungpeopleonfacebook AT annettejbraunackmayer themarketingofsugarsweetenedbeveragestoyoungpeopleonfacebook AT aimeelbrownbill marketingofsugarsweetenedbeveragestoyoungpeopleonfacebook AT carolinelmiller marketingofsugarsweetenedbeveragestoyoungpeopleonfacebook AT annettejbraunackmayer marketingofsugarsweetenedbeveragestoyoungpeopleonfacebook |