Social Media Influencer Marketing and Children's Food Intake: A Randomized Trial
Social Media Influencer Marketing and Children's Food Intake: A Randomized Trial
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DOI：
10.1542/peds.2018-2554
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发表时间：
2019-04-01
期刊：
影响因子：
8
通讯作者：
Boyland, Emma J.
中科院分区：
文献类型：
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作者：
Coates, Anna E.;Hardman, Charlotte A.;Boyland, Emma J.
在这项研究中，我们通过社交媒体上流行的YouTube视频博客来研究影响者营销食品（健康和不健康）对儿童食物摄入量的影响。补充：研究社交媒体影响者营销食品（健康和不健康）对儿童食物摄入量的影响。方法：在一项受试者间设计中，176名儿童（9-11岁，平均10.5 +/- 0.7岁）被随机分配观看2名受欢迎的YouTube视频博主（影响者）的模拟Instagram个人资料。个人资料中有不健康零食（参与者：n = 58），健康零食（n = 59）或非食品产品（n = 59）的影响者的图像。随后，测量了参与者对不健康零食、健康零食的随意摄入量和总体摄入量（健康和不健康零食的综合摄入量）。研究结果：与观看影响者与非食品产品的儿童相比（分别为357.1和292.2千卡），观看影响者与不健康零食的儿童的总体摄入量显着增加（448.3千卡; P =.001），特别是不健康零食的摄入量显着增加（388.8千卡; P =.001）。观看有影响力的健康零食并没有显着影响摄入量。结论：受欢迎的社交媒体影响者对食物的宣传会影响儿童的食物摄入量。不健康食品的影响者营销增加了儿童的直接食物摄入量，而健康食品的同等营销则没有影响。在社交媒体上增加健康食品的宣传可能不是鼓励儿童健康饮食行为的有效策略。需要更多的研究来了解数字食品营销的影响，并为适当的政策行动提供信息。
In this study, we examine the impact of influencer marketing of foods (healthy and unhealthy), via popular YouTube vloggers on social media, on children's food intake.OBJECTIVES: To examine the impact of social media influencer marketing of foods (healthy and unhealthy) on children's food intake. METHODS: In a between-subjects design, 176 children (9-11 years, mean 10.5 +/- 0.7 years) were randomly assigned to view mock Instagram profiles of 2 popular YouTube video bloggers (influencers). Profiles featured images of the influencers with unhealthy snacks (participants: n = 58), healthy snacks (n = 59), or nonfood products (n = 59). Subsequently, participants' ad libitum intake of unhealthy snacks, healthy snacks, and overall intake (combined intake of healthy and unhealthy snacks) were measured. RESULTS: Children who viewed influencers with unhealthy snacks had significantly increased overall intake (448.3 kilocalories [kcals]; P = .001), and significantly increased intake of unhealthy snacks specifically (388.8 kcals; P = .001), compared with children who viewed influencers with nonfood products (357.1 and 292.2 kcals, respectively). Viewing influencers with healthy snacks did not significantly affect intake. CONCLUSIONS: Popular social media influencer promotion of food affects children's food intake. Influencer marketing of unhealthy foods increased children's immediate food intake, whereas the equivalent marketing of healthy foods had no effect. Increasing the promotion of healthy foods on social media may not be an effective strategy to encourage healthy dietary behaviors in children. More research is needed to understand the impact of digital food marketing and inform appropriate policy action.