دانلود رایگان مقاله ارتباطات بازاریابی آنلاین و قصد کودکتان برای مصرف مواد غذایی ناسالم

ABSTRACT

This study investigates the impact of online advertising on social network sites on children’s intention to consume fast food in Australia. The study adopted a qualitative, inductive approach to data collection using a sample of 30 Australian children who use social network sites and their parents. It was found that fast food ads on social networking sites could manipulate the young audience in terms of their purchasing likelihood, views on fast food, and eating habits. The results from the interviews also indicated that peer pressure is an important element of online communications on social networking sites. By showing their ads to a group of young consumers, companies can create a sense of socialization and associate their product with a community. This study is one of the first to consider broad aspects of children’s perception of marketing communications on social networking sites in the context of the fast food industry

5. Discussion

The online world is considered to be a popular channel for communicating with young audiences. Many social networking sites show a wide range of advertisements, for instance banners, behavioral advertising that targets the audience on the basis of their Webbrowsing behavior, and demographic-based advertisements that target people on the basis of a specific demographic factor, such as age, gender, education, or marital status (Fernández, 2011).