How TikTok Influencers Disclose Food and Beverage Brand Partnerships: Descriptive Study.

ABSTRACT:

Background

Food and beverage marketing is an important influence on the health and diets of adolescents. Food and beverage companies spend billions of dollars annually on advertisements to promote their products and are increasingly focusing on social media influencers. Influencer product endorsements blur the line between entertainment and marketing.

Objective

This study aimed to quantify how often TikTok influencers promote products from food and beverage brands and document the range of ways they disclose brand relationships in their content.

Methods

We collected up to 100 videos posted on or before July 1, 2022, from each of the top 100 influencers on TikTok in the United States and recorded information about the influencer (eg, number of followers) and video (eg,

SUBMITTER: Dupuis R 

PROVIDER: S-EPMC11909480 | biostudies-literature | 2025 Feb

REPOSITORIES: biostudies-literature