Finding Key Terms Representing Events from Thai Twitter

Piyatumrong, Apivadee; Sangkeettrakarn, Chatchawal; Haruechaiyasak, Choochart; Kongthon, Alisa

doi:10.1007/978-3-319-70016-8_7

Cited by 1 publication

(3 citation statements)

References 4 publications

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Section: Discussionmentioning

confidence: 75%

“…47 Multiple reports from Thailand suggest that the application of hashtags is a popular and effective marketing technique in the country. 70,71 As a result, this finding, though isolated, is proof of the hugely dynamic and contextual nature of food marketing via digital channels. 47 Offering incentives such as toys, coupons and price discounts to adolescents associated with the purchase of a product; was unsurprisingly the most common marketing strategy used to promote fast food to adolescents in LMICs.…”

Section: Discussionmentioning

confidence: 79%

“…Interestingly, one of those studies reported transnational fast food corporations prominent use of hashtags on Facebook—a social media technique not documented in any other analysis—to amplify promotional messages and extend its reach to larger numbers of Thai adolescents 47 . Multiple reports from Thailand suggest that the application of hashtags is a popular and effective marketing technique in the country 70,71 . As a result, this finding, though isolated, is proof of the hugely dynamic and contextual nature of food marketing via digital channels 47 …”

Section: Discussionmentioning

confidence: 97%

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A systematic review of the adolescent‐directed marketing strategies of transnational fast food companies in low‐ and middle‐income countries

Bankole

Harris

Rutherford

et al. 2023

Obesity Science & Practice

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IntroductionFast food consumption is associated with excessive intake of energy‐dense foods; a major determinant of childhood obesity. The lack of data on the marketing strategies used to promote fast food to adolescents in low and middle‐income countries (LMICs) acts as a barrier to global efforts to reduce the marketing of unhealthy foods to young people around the world.ObjectivesThis systematic review aimed to identify the adolescent‐directed marketing strategies of transnational fast food corporations in LMICs.MethodsA systematic search of eight scientific databases (PubMed, CINAHL, Medline, Embase, ProQuest, PsycInfo, Scopus and Google Scholar) was conducted. Following PRISMA guidelines, primary research articles written in English were included if they were published between 1 January 2010 and 30 December 2022, and reported any adolescent‐directed marketing activity undertaken by a transnational fast food company operating in a LMIC. Articles were excluded if they were not peer reviewed. The quality of the included articles was assessed using a condensed version of the Consolidated Criteria for Reporting Qualitative Research tool.ResultsTwelve articles met the eligibility criteria and were included in this review. A narrative synthesis of these articles revealed that the most documented strategies used to promote fast food to adolescents in LMICs were the use of incentives or premium offers, product appeals, promotional characters and brand familiarity. These strategies were mostly observed on social media, suggesting that there are serious concerns about adolescent exposure to fast food via social media in developing settings, especially as contextual differences in the nature of such marketing were identified.DiscussionThe promotion of fast food to adolescents in LMICs is contextual in nature, with the nature of marketing strategies employed by transnational fast food corporations varying greatly across cultural and socio‐economic contexts. These findings are crucial for the development of guidelines and regulations restricting the marketing of fast food to adolescents in lower income settings, contributing to global efforts to reduce adolescent exposure to unhealthy food promotion.

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Section: Discussionmentioning

confidence: 75%