Social marketing and children obesity prevalence. / Abdessamad RAZZA / 2020

Titre : Social marketing and children obesity prevalence. : How do parents perceive the influence of Social Media Marketing on their children regarding the obesity problematic? Type de document : Mémoire Auteurs : Abdessamad RAZZA, Auteur Année de publication : 2020 Importance : 84 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management SANTE ; ENFANT ; ECONOMIE SOCIALE ET SOLIDAIRE ; COMMUNICATION ; RESEAU Résumé : The main purpose of this thesis is to introduce the public and helping them to draw upon fundamental principles of social media marketing in relationship with children, this thesis approached food advertising from the perspective of children. Through development of in-depth consumer understanding, the aim was to establish how to counter the social media advertisement of non-healthy eating in ways that would resonate with them. Children obesity is a serious problematic; when related to intensive social media advertisement. The study found children????s understanding of persuasive intent of food advertising to be still developing even at young age. However, parents-participants demonstrated unprompted criticism for local products like Merendina or Raibi, but also multinationals like Coca-Cola, Burger King or McDonalds advertisement. This criticism may have resulted from children demanding of their parents to buy these specific products. Alternatively, the presence of a known brand for which the children possessed both topic and agent knowledge may have increased their persuasion knowledge. However, even 15 years-old may remain vulnerable to persuasive attempts by less well-known brands???? Adolescents???? discretionary spending tends is clearly not to prioritize healthy options, with fast food brands often central to the acquisition of social experiences within a peer context. In similar situations, persuasion knowledge and parent's healthy food education may be less relevant. The nonhealthy eating advertisements designed by corporations and displayed on social media indicated the importance of strong, issue-relevant message arguments. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531705