Formula milk brands marketing on Chinese social media Weibo - a content analysis.

ABSTRACT:

Background

Parents' feeding practices in the first 2 years of life have profound effects on children's survival, health and development throughout their lives. Decisions on how to feed infants and young children should be based on the best information and evidence, not influenced by commercial interests. China is the largest and fastest-growing market for formula milk products. Social media has emerged as a distinctive marketing avenue that can reach consumers directly. Weibo is one of the most popular Chinese social media platforms. This study examined four of the most popular milk formula brands' official Weibo accounts: Biotime, Mead Johnson, YiLi-Prokido, and Friso.

Question

What messages posted and what marketing practices and tactics are used by formula milk brands on

SUBMITTER: Zhao J 

PROVIDER: S-EPMC9926389 | biostudies-literature | 2023 Jan-Dec

REPOSITORIES: biostudies-literature