#SupportLocal: how online food delivery services leveraged the COVID-19 pandemic to promote food and beverages on Instagram.

ABSTRACT:

Objective

To explore the promotion of discretionary foods/beverages and marketing strategies employed by the top three online food delivery services' (OFDS) Instagram accounts in three countries before and during the coronavirus disease 2019 (COVID-19) pandemic.

Design

Publicly available data were extracted for the top three OFDS Instagram accounts for Australia, United Kingdom (UK) and the United States of America (USA) from March to May 2019 and 2020. Food/beverage items from posts were classified as 'discretionary' or from the five food groups (FFG) according to the Australian Dietary Guidelines. Marketing strategies were coded using an existing framework. Posts referring to COVID-19 were coded under four marketing strategies: (i) appropriating frontline workers; (ii) com

SUBMITTER: Jia SS 

PROVIDER: S-EPMC8280395 | biostudies-literature | 2021 Oct

REPOSITORIES: biostudies-literature