How Food Marketing on Instagram Shapes Adolescents' Food Preferences: Online Randomized Trial.
How Food Marketing on Instagram Shapes Adolescents' Food Preferences: Online Randomized Trial.
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DOI：
10.2196/28689
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发表时间：
2021-10-22
影响因子：
7.4
通讯作者：
Dalton M
中科院分区：
文献类型：
--
作者：
Bragg M;Lutfeali S;Greene T;Osterman J;Dalton M
全球肥胖率促使16个国家制定政策以减少儿童接触不健康食品营销的机会，但很少有政策涉及网络广告行为或保护青少年免受针对性营销的影响。鉴于青少年在网上花费大量时间，了解Instagram上的食品广告与传统食品广告相比的说服力至关重要。为了强化网络食品营销政策，需要更多证据来证明社交媒体广告在塑造青少年偏好方面是否比其他类型的广告更具说服力。
这项研究考察了青少年是否能够将食品公司在Instagram上的帖子识别为广告，以及Instagram广告与传统食品广告在多大程度上影响青少年的偏好。
在第一部分，13 - 17岁的参与者（N = 832）观看了8对广告，并被要求识别哪些广告来自Instagram。每对广告中的一个选自传统来源（例如，印刷品；在线横幅广告），另一个选自Instagram，但我们去掉了Instagram的边框——包括标识、评论和“点赞”。在第二部分，参与者被随机分配对表面上来自（1）Instagram（即我们将Instagram边框PS到广告上）；或（2）传统来源的食品广告进行评分。参与者不知道的是，他们所看到的广告中有一半来自Instagram，另一半来自传统来源。
在第一部分，当被要求识别Instagram广告时，青少年的表现比随机猜测还差（P <.001）。在第二部分，在“有标注广告条件”下，5个结果中有4个没有差异。然而，在“无标注广告条件”下，在5个结果中有3个他们更喜欢Instagram广告而非传统广告（即时尚感，P =.001；艺术吸引力，P =.001；喜爱程度，P =.001）。
青少年错误地将传统广告识别为Instagram帖子，这表明社交媒体广告的艺术外观可能不被视为营销。此外，仅仅是Instagram特征的存在就使得青少年对食品广告的评分比没有Instagram特征的广告更高。
Worldwide obesity rates have prompted 16 countries to enact policies to reduce children’s exposure to unhealthy food marketing, but few policies address online advertising practices or protect adolescents from being targeted. Given adolescents spend so much time online, it is critical to understand how persuasive Instagram food advertisements (ads) are compared with traditional food ads. To strengthen online food marketing policies, more evidence is needed on whether social media ads are more persuasive than other types of ads in shaping adolescents’ preferences. This study examined whether adolescents could identify food companies’ Instagram posts as ads, and the extent to which Instagram versus traditional food ads shape adolescents’ preferences. In Part 1, participants aged 13-17 years (N=832) viewed 8 pairs of ads and were asked to identify which ads originated from Instagram. One ad in each pair was selected from traditional sources (eg, print; online banner ad), and the other ad was selected from Instagram, but we removed the Instagram frame—which includes the logo, comments, and “likes.” In Part 2, participants were randomized to rate food ads that ostensibly originated from (1) Instagram (ie, we photoshopped the Instagram frame onto ads); or (2) traditional sources. Unbeknownst to participants, half of the ads in their condition originated from Instagram and half originated from traditional sources. In Part 1, adolescents performed worse than chance when asked to identify Instagram ads (P<.001). In Part 2, there were no differences on 4 of 5 outcomes in the “labeled ad condition.” In the “unlabeled ad condition,” however, they preferred Instagram ads to traditional ads on 3 of 5 outcomes (ie, trendiness, P=.001; artistic appeal, P=.001; likeability, P=.001). Adolescents incorrectly identified traditional ads as Instagram posts, suggesting the artistic appearance of social media ads may not be perceived as marketing. Further, the mere presence of Instagram features caused adolescents to rate food ads more positively than ads without Instagram features.
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