Table 3 Participant quotes related to the recognition, recall and appreciation of social media food promotions and marketing
From: Adolescents’ exposure to and evaluation of food promotions on social media: a multi-method approach
Topic | Quote |
|---|---|
1. Recognition | |
a. Doubtful about recognition | "Sometimes they're going like ‘Oh, buy this brand and bla, bla, bla…’, but sometimes they're just sharing their recipes, and I'm not sure if they're marketing." (AU07) |
b. No doubt about recognition | “I feel like I do recognise a lot of the food ads. I don't really doubt them. But the food ads I get, for example say McDonalds, I don't really go to McDonalds or like it. I guess some of the people I follow follow that. So yes I see and recognise them but I don't go and read through them.” (AU46) |
c. No attention | “I don't really think about it. I might have a quick look at it and scroll past or something.” (AU55) |
2. Recall | |
a. Lay-out | “It's probably just the fact of different promotional art, and it's usually more colourful and everything.” (AU60) |
b. Presentation | “Because that YouTuber presenting it is extremely famous, and they repeated what they advertised multiple times…” (AU18) |
c. Type of product/ brand | “Probably because I like Guzman y Gomez, and KFC is similar to Maccas. Those are probably the two main ones I go to.” (AU13) |
3. Appreciation | |
a. Visual appeal | “They make the food look really aesthetic and pretty and make me kind of wanna eat it more.” (AU86) |
b. Entertainment | “I like watching them use the product, like putting it into, like, foods, I guess, using it. So recipes and stuff.” (AU39) |
c. Temptation | “I like more sort of dessert ads, and lolly ads, that sort of stuff, and soft drink ads, they catch my attention more because they're more the type of food that I like.” (AU77) |