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| Content Provider | Springer Nature : BioMed Central |
|---|---|
| Author | Rozas, Lucila Castronuovo, Luciana Busse, Peter Mus, Sophia Barnoya, Joaquín Garrón, Alejandra Tiscornia, María Victoria Guanieri, Leila |
| Abstract | Objectives During the COVID-19 pandemic, most countries implemented lockdowns that motivated changes in the dietary patterns, physical activity, and body mass index (BMI) of consumers worldwide, as well as the emergence of new food marketing strategies in social media. We sought to design and validate a methodology for monitoring and evaluating the Facebook marketing strategies of multinational fast-food chains in response to the COVID-19 pandemic. Data description We developed three datasets. First, a dataset with the Uniform Resource Locators (URLs) of 1015 Facebook posts of five fast-food chains present in Argentina, Bolivia, Guatemala, and Peru. Second, a dataset of 106 content-analyzed posts we used in a pilot to determine intercoder reliability using statistical tests. Third, a dataset of a final sample of the 1015 content-analyzed posts that we used to determine the variables most frequently used. Following a mixed-methods approach, we developed 29 variables that recorded general information, as well as the marketing strategies we identified in the posts, including 14 COVID-19 specific variables. These data should help to monitor the social media marketing strategies that fast-food chains have introduced during the COVID-19 lockdowns, thus providing initial evidence about how they could be contributing to an unhealthy food environment. |
| Related Links | https://bmcresnotes.biomedcentral.com/counter/pdf/10.1186/s13104-021-05870-8.pdf |
| Ending Page | 4 |
| Page Count | 4 |
| Starting Page | 1 |
| File Format | HTM / HTML |
| ISSN | 17560500 |
| DOI | 10.1186/s13104-021-05870-8 |
| Journal | BMC Research Notes |
| Issue Number | 1 |
| Volume Number | 14 |
| Language | English |
| Publisher | BioMed Central |
| Publisher Date | 2021-12-20 |
| Access Restriction | Open |
| Subject Keyword | Biomedicine Medicine Public Health Life Sciences Food marketing Social media Food environment Children Adolescents COVID-19 Latin America Medicine/Public Health |
| Content Type | Text |
| Resource Type | Article |
| Subject | Biochemistry, Genetics and Molecular Biology Medicine |
| Journal Impact Factor | 1.6/2023 |
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