What's on YouTube? A Case Study on Food and Beverage Advertising in Videos Targeted at Children on Social Media

Tan, LeeAnn; Ng, See Hoe; Omar, Azahadi; Karupaiah, Tilakavati

doi:10.1089/chi.2018.0037

Cited by 73 publications

(72 citation statements)

References 40 publications

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“…In the debate about the childhood obesity crisis, food marketing in media is often named as one of the main causes for children's unhealthy dietary behaviors (WHO, 2010;Boyland et al, 2016;Robinson et al, 2017). Research shows that, similar to traditional media such as television, "vlogs" (i.e., video weblogs) by social media influencers are a popular platform for advertisers to target young audiences with food marketing (Tan et al, 2018;Folkvord et al, 2019). This influencer marketing technique involves the promotion and selling of products or services through social media personalities ("influencers") who have the capacity to affect the character of a brand (Hill et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

The Impact of Social Media Influencers on Children’s Dietary Behaviors

et al. 2020

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Over the past years vlogs rapidly have become an attractive platform for food industries, sponsoring social media influencers to promote their products. As with more traditional media, social media influencers predominantly promote unhealthy drinks and foods that are high in sugar, fat, and salt-consumption of which may increase the risk of overweight, obesity, and non-communicable diseases. The aim of the current Brief Research Report is to examine the impact of vlogs on children's unhealthy dietary behaviors. Drawing on longitudinal survey data from 453 8-to 12-year-old children, we analyzed the longitudinal relations between children's frequency of watching vlogs and their consumption of unhealthy beverages and snacks. Structural path modeling analyses of three waves of data with 1-year intervals showed that children's self-reported frequency of watching vlogs influenced consumption of unhealthy beverages 2 years later. The analyses did not yield significant relations for Unhealthy Snacks Consumption. The strength of the observed longitudinal relation between children's Frequency of Watching Vlogs and Consumption of unhealthy beverages was comparable to previous findings regarding more traditional types of food marketing.

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Section: Introductionmentioning

confidence: 99%

The Impact of Social Media Influencers on Children’s Dietary Behaviors

et al. 2020

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“…The primary MC objective for a number of organizations is to generate positive attitude‐to‐advertising, which increases behavioral responses; therefore, favorable cognitive attitudinal responses (awareness and knowledge) to MC are an apt gauge of effective advertising (Barry, ; Belch & Belch, ; Yoo, Kim, & Stout, ). Consequently, various studies have examined different aspects of consumer attitudes and YMC‐related elements (Araújo et al, ; Baramidze, ; Bartozik‐Purgat & Filimon, ; Bi, Zhang, & Ha, ; Chiang & Hsiao, ; Duffett, Petroșanu, Negricea, & Edu, ; Evans, Hoy, & Childers, ; Hansson & Stanic, ; Li & Lo, ; Rasmussen, ; Rodriguez, ; Roma & Aloini, ; Tan, Hoe Ng, Omar, & Karupaiah, ; Viertola, ; Wang, ; Westenberg, ), and several studies have also investigated different aspects of cognitive attitudinal responses (Chungviwatanant, Prasongsukarn, & Chungviwatanant, ; Dehghani, Niaki, Ramezani, & Sali, ; Feng & Xie, ; Hor'akov'a, ; Mansour, ; Marthinus, Sobotker, & Duffett, ; Yang, Huang, Yang, & Yang, ; Zaitceva, ; Zhang & Mao, ). However, a majority of the abovementioned studies used demographic and usage variables to describe the sample but did not consider the aforementioned independent variables influence on the cognitive attitudinal relationship.…”

Section: Introductionmentioning

confidence: 99%

YouTube marketing communication demographic and usage variables influence on Gen Y's cognitive attitudes in South Africa and Romania

Duffett

Edu

Negricea

2019

E J Info Sys Dev Countries

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The primary purposes of this study are to consider the influence of YouTube marketing communication (YMC) on awareness and knowledge among Generation (Gen) Y cohort respondents in South Africa (SA) and Romania (RO) and to establish if country, demographic, and usage (independent) variables have an effect on this cognitive attitudinal association. Multistage sampling was employed, and a survey was conducted among 400 respondents in SA and 400 respondents in RO. Structural equation modelling was used to investigate the hypothesized associations. The findings confirm that awareness had a favorable influence on knowledge for the total sample, SA and RO. The results also show that awareness displayed a significantly larger positive effect on knowledge among Romanian Gen Y in comparison with South African Gen Y. This study confirms that age (demographic variable) and access, usage length, log‐on frequency, log‐on duration, and advertisement viewership numbers (usage variables) have a significant effect on cognitive attitudinal responses due to YMC among Gen Y in SA and RO. Organizations should consider adapting YMC strategies to stimulate awareness, which will stimulate favorable knowledge attitudinal responses, as well as consider the aforementioned demographic and usage variables when targeting the infamously unpredictable Gen Y due to the positive cognitive attitudinal association in developing countries.

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“…Further research will also be needed to understand the relationship between non-TV screen time, shown that unhealthy food ads predominate in content on digital platforms such as YouTube [61,62] Facebook [62] and Instagram [63], an area for future research is understanding how other forms of screen time (not only TV viewing) are related to diet, given the potential effects of unhealthy food marketing on these platforms.…”

Section: Discussionmentioning

confidence: 99%

Screen time and eating during screen time: associations with dietary intake in children and adolescents

Jensen¹,

Carpentier

Popkin

et al. 2020

Preprint

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Background: Increased TV viewing is associated with overweight and obesity in children and adolescents. Excess weight gain might be a result of increased dietary intake during television viewing, eating foods that are highly advertised at other times, or lack of physical activity. The objectives of this cross-sectional study were (1) to determine the extent of screen time and eating during screen time, and the correlation between these two different exposures, (2) to compare food and nutrient consumption of on- versus off-screen eating occasions, and (3) to determine whether screen time and eating during screen time is associated with overall dietary intake. Methods: Participants were part of the Food Environment Chilean Cohort (FEChiC, n=938, 4-6 y) and the Growth and Obesity Cohort Study (GOCS, n=752, 12-14 y), recruited in the southeast region of Santiago, Chile in 2016. Dietary data was collected via 24-h food recalls. For each eating occasion, participants or their primary caregiver reported activity performed during consumption. Analyses included Spearman correlations, multivariable linear regression models and logistic regression. For daily consumption analyses, post-hoc pairwise comparisons examined differences in our main outcomes by tertiles. Results: In our sample, 87.5% reported consuming at least one meal or snack per day while on a screen. The median kilocalories contributed by eating during screen time was 387 kcal/d in children and 848 kcal/day in adolescents, which represents 34.7% and 42.3% of daily energy intake, respectively. There were no consistent differences in the nutrient profile or food groups consumed for either age group when comparing eating occasions consumed on-screen versus off-screen. Daily consumption analyses revealed that higher weekly hours of TV viewing was associated with elements of a less healthy diet including more sweets and desserts in children, and more sugar sweetened beverages in adolescents. Conclusions: A large percentage of children and adolescents’ daily energy intake is consumed while watching television or on their phone. In depth, longitudinal work is needed to understand how screen time eating affects diet quality and nutritional status.

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What's on YouTube? A Case Study on Food and Beverage Advertising in Videos Targeted at Children on Social Media

Cited by 73 publications

References 40 publications

The Impact of Social Media Influencers on Children’s Dietary Behaviors

The Impact of Social Media Influencers on Children’s Dietary Behaviors

YouTube marketing communication demographic and usage variables influence on Gen Y's cognitive attitudes in South Africa and Romania

Screen time and eating during screen time: associations with dietary intake in children and adolescents

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