Frances Fleming-Milici1, Jennifer L Harris2. 1. Rudd Center for Food Policy and Obesity, University of Connecticut, One Constitution Plaza, Suite 600, Hartford, CT, 06103, USA. Electronic address: frances.flemingmilici@uconn.edu. 2. Rudd Center for Food Policy and Obesity, University of Connecticut, One Constitution Plaza, Suite 600, Hartford, CT, 06103, USA. Electronic address: jennifer.harris@uconn.edu.
Abstract
INTRODUCTION: Food-related promotion of brands via social media represents an increasingly important youth-targeted marketing strategy, but little is known about how adolescents interact with these brands online. This study measures adolescents' social media engagement with food/beverage brands, sociodemographic differences in level of engagement, and relationships between engagement and screen time. METHODS: Cross-sectional online survey of US adolescents (ages 13-17, N = 1564), oversampled for non-Hispanic Black and Hispanic (more- and less-acculturated) participants, assessed restaurant, food, and beverage brands ever liked, shared, or followed of on social media. Multivariate logistic regression models examined associations between brand engagement, sociodemographic variables (race/ethnicity, acculturation, age, gender, and parent education), and screen time (TV and other screens). RESULTS: Seventy percent of adolescents reported engaging with any food/beverage brands on social media (ranging from 1 to 48), and 35% engaged with 5 + brands. Non-Hispanic Black and less-acculturated Hispanic adolescents were more likely than non-Hispanic White adolescents to engage with brands. Approximately one-half reported engaging with brands of fast food (54% of participants), sugary drinks (50%), candy (46%), and snacks (45%), while just 7% reported engaging with all other categories of food/beverage brands. Watching TV more than 2 h-per-day was associated with any brand engagement; while using other screens more than 2 h-per-day was associated with following 5 + brands. CONCLUSIONS: Engagement with unhealthy food brands on social media is common among adolescents. Disproportionate engagement by non-Hispanic Black and less-acculturated Hispanic youth raises additional concerns. Research is needed to understand how such marketing affects adolescents' food preferences, diets, and health.
INTRODUCTION: Food-related promotion of brands via social media represents an increasingly important youth-targeted marketing strategy, but little is known about how adolescents interact with these brands online. This study measures adolescents' social media engagement with food/beverage brands, sociodemographic differences in level of engagement, and relationships between engagement and screen time. METHODS: Cross-sectional online survey of US adolescents (ages 13-17, N = 1564), oversampled for non-Hispanic Black and Hispanic (more- and less-acculturated) participants, assessed restaurant, food, and beverage brands ever liked, shared, or followed of on social media. Multivariate logistic regression models examined associations between brand engagement, sociodemographic variables (race/ethnicity, acculturation, age, gender, and parent education), and screen time (TV and other screens). RESULTS: Seventy percent of adolescents reported engaging with any food/beverage brands on social media (ranging from 1 to 48), and 35% engaged with 5 + brands. Non-Hispanic Black and less-acculturated Hispanic adolescents were more likely than non-Hispanic White adolescents to engage with brands. Approximately one-half reported engaging with brands of fast food (54% of participants), sugary drinks (50%), candy (46%), and snacks (45%), while just 7% reported engaging with all other categories of food/beverage brands. Watching TV more than 2 h-per-day was associated with any brand engagement; while using other screens more than 2 h-per-day was associated with following 5 + brands. CONCLUSIONS: Engagement with unhealthy food brands on social media is common among adolescents. Disproportionate engagement by non-Hispanic Black and less-acculturated Hispanic youth raises additional concerns. Research is needed to understand how such marketing affects adolescents' food preferences, diets, and health.
Authors: Ladislav Pilař; Lucie Kvasničková Stanislavská; Roman Kvasnička Journal: Int J Environ Res Public Health Date: 2021-04-06 Impact factor: 3.390
Authors: Gráinne Murphy; Ciara Corcoran; Mimi Tatlow-Golden; Emma Boyland; Brendan Rooney Journal: Int J Environ Res Public Health Date: 2020-03-25 Impact factor: 3.390