Advertising patterns of a fast-food chain on social media in Brazil.

ABSTRACT:

Objective

To investigate the advertising patterns on the posts of a fast-food chain in Brazil on three social media platforms in 2019.

Design

An exploratory cross-sectional study.

Setting

Advertising strategies on the posts of a major fast-food chain on their official Facebook, Instagram and YouTube accounts. The strategies were investigated according to the INFORMAS protocol for food promotion monitoring. Principal component analysis (PCA) was employed to identify advertising patterns in each platform.

Participants

305 advertisements.

Results

Four advertising patterns were identified in the PCA of Facebook and Instagram. In both platforms, the components for kids and product exaltation were similar. On Facebook, a pattern corresponding to economic appea

SUBMITTER: da Silva JM 

PROVIDER: S-EPMC9991549 | biostudies-literature | 2021 Dec

REPOSITORIES: biostudies-literature