Why do consumers use Facebook brand pages? A case study of a leading fast-food brand fan page in Egypt

Gaber, Hazem Rasheed; Elsamadicy, Ahmed; Wright, Len Tiu

doi:10.1080/21639159.2019.1622434

Cited by 21 publications

(14 citation statements)

References 63 publications

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“…For instance, a study interested in the prevalence of industry‐specific techniques focused on transnational fast food corporation's use of health claims, quick delivery claims, toy giveaways and price incentives. Similarly, another study seeking to assess the magnitude and profile of fast food marketing on Facebook, focused on the common food marketing techniques and tactics used on Facebook 54 . Freeman et al.…”

Section: Resultsmentioning

confidence: 99%

“…Although some studies were only interested in traditional channels of promotion such as the use of in‐store banners, 8 billboards 1 and TV advertisements 5,50,52 : most of the research ( n = 7) focused on the promotional activities of transnational fast food corporations on social media platforms 51,53–57,59 . Despite regular reports of the “death” of Facebook 60,61 ; the platform still boasts the largest number of global adolescent users, with a potential advertising reach of over 113 million 13–17‐year‐old users 62 .…”

Section: Resultsmentioning

confidence: 99%

“…Alternatively, Gaber and his colleagues measured the effect as the level of consumer engagement by counting the number of likes, comments and shares of a post on the brand page. However, the demographics of the engaged population was not provided 54 . Although such data exist, access is often limited to the providers of digital platforms making it difficult for researchers to determine whether adolescents are the main target of digital advertisements.…”

Section: Resultsmentioning

confidence: 99%

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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: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

See 1 more Smart Citation

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

View full text Add to dashboard Cite

show abstract

“…Handling customer complaints appropriately provides companies with a chance to solve the customer problem and turn the service failure into a successful encounter by satisfying the customer (Jeon and Kim, 2016; Oentoro et al. , 2016; Rasheed Gaber et al. , 2019; Rialti et al.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Though brand hate is prominent and creating a disaster to the brand, yet, brands keep plunging into the boycott-territory, and causing ire in their consumers. Therefore, this study is significant to bring about the grim needs to respond to the firm's failure by managing consumer dissatisfaction through customer complaint handling (Rasheed Gaber et al. , 2019; Shobeiri et al.…”

Section: Introductionmentioning

confidence: 99%

The moderating role of complaint handling on brand hate in the cancel culture

Abbasi

Fayyaz

Ting

et al. 2022

APJBA

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PurposeThis study investigates the moderating role of complaint handling between ideological incompatibility, symbolic incongruity, negative past experience and corporate social irresponsibility on brand hate.Design/methodology/approachThe study employs the Duplex Hate theory which assumes that hate is the manifestation of multiple factors. A survey-based self-administered questionnaire was used to collect data from 400 smartphone users at Rawalpindi and Islamabad, Pakistan.FindingsThe findings suggest that ideological incompatibility, symbolic incongruity, negative past experience and corporate social irresponsibility contributes to brand hate. The complaint handling (moderator) weakens the effects of ideological incompatibility and symbolic incongruity on brand hate.Practical implicationsThe research provides insights into the cancel culture and clarifies how brand hate can be controlled.Originality/valueEmpirical study on the antecedents of brand hate remains insufficient. The current study contributes to the brand hate literature by providing an understanding of the phenomenon of brand hate and by empirically examining the different antecedents responsible for causing the behavior. The study has also provided an additional determinant of brand hate, which is corporate social irresponsibility. The role of moderators for controlling brand hate is greatly ignored in the existing literature. The current work also extends previous studies by investigating a moderating factor for reducing brand hate, which is complaint handling.

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Social Media-Driven Consumer–Brand Interactions in Mexico: Healthy Food Brands Versus Indulgent Food Brands

Castillo

Carrete

Arroyo

2022

Marketing Communications and Brand Development in Emerging Economies Volume I

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Why do consumers use Facebook brand pages? A case study of a leading fast-food brand fan page in Egypt

Cited by 21 publications

References 63 publications

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

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

The moderating role of complaint handling on brand hate in the cancel culture

Social Media-Driven Consumer–Brand Interactions in Mexico: Healthy Food Brands Versus Indulgent Food Brands

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