Food digital marketing on social media: trends and strategies of Brazil's leading meal delivery app.

ABSTRACT:

Objective

To analyze digital marketing trends of Brazil's leading meal delivery application (MDA) company on Facebook (FB) and Instagram (IG) from 2011 to 2022.

Methods

This exploratory, longitudinal, and mixed-methods study examined a 10% sample of all posts published by this company during the study period. Posts were analyzed in terms of food categories, media and connectivity features, and advertising themes.

Results

The company predominantly promoted unhealthy foods, frequently employing persuasive digital marketing strategies. While this pattern was consistent across both platforms, IG posts were more visually engaging and interactive, making greater use of brand elements, hashtags, conversations, emoticons, user interaction, and company tagging (all p < 

SUBMITTER: Barros PAA 

PROVIDER: S-EPMC12265301 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature