| 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 : |
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| 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 |
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Social marketing and children obesity prevalence. / 2020 
