The challenges of digital marketing of food products towards the behavior of young consumers

• Authors: Norbert Kawęcki

Title variants

PL

Wyzwania cyfrowego marketingu produktów żywnościowych wobec zachowań młodych konsumentów

Abstracts

PL

Artykuł zawiera aktualne informacje na temat marketingu żywności i napojów bezalkoholowych wśród dzieci oraz zmian, które zaszły, ze szczególnym uwzględnieniem istotnego przejścia na marketing cyfrowy. Pokazuje trendy w korzystaniu z mediów przez dzieci, metody marketingowe w nowym krajobrazie mediów cyfrowych oraz zaangażowanie dzieci w tenże marketing. Uwzględnia również wpływ na dzieci i ich zdolność do przeciwdziałania marketingowi, a także konsekwencje dla prywatności cyfrowej u dzieci. Celem artykułu jest podsumowanie danych na temat narażenia dzieci na marketing żywności w mediach cyfrowych oraz siły perswazyjnej tego narażenia, przegląd literatury krajowej i międzynarodowej, jak także udzielenie odpowiedzi na pytania o częstotliwości używania mediów socjalnych przez dzieci, metod do ich śledzenia zdalnie i niezdalnie, wpływu marketingu na ekspozycję dzieci, jak także marketingu jedzenia w mediach społecznościowych i przeciwstawianiu się temu zjawisku przez dzieci. Jaki ostatni problem artykułu są działania podejmowane w celu kreowania regulacji i przepisów wdrażanych by chronić dzieci przed marketingiem jedzenia.

EN

This article provides up-to-date information on the marketing of foods and non-alcoholic beverages to children and the changes that have occurred, focusing in particular on the major shift to digital marketing. It examines trends in media use among children, marketing methods in the new digital media landscape and children’s engagement with such marketing. It also considers the impact on children and their ability to counter marketing as well as the implications for children’s digital privacy. The aim of the article is to summarize the evidence on children’s exposure to food marketing in digital media and the persuasive power of that exposure’ overview international and national literature as well as to answer on questions regarding to frequency of using social media by children, methods used to track online and offline, influence of marketing on children exposure, impact of food marketing in social media for children and counter it and policies which should be implemented to protect children by food marketing.

Keywords

PL

media społecznościowe; Internet; marketing; jedzenie; dziecko

EN

social media; Internet; marketing; food; child

• Publisher: Wojskowa Akademia Techniczna im. Jarosława Dąbrowskiego
• Journal: Nowoczesne Systemy Zarządzania
• Year: 2022
• Volume: 17
• Issue: 2
• Pages: 47-58

Dates

published

2022

Contributors

author

Norbert Kawęcki

• Uniwersytet Marii Curie-Skłodowskiej w Lublinie, Wydział Ekonomiczny

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Identifiers

DOI

10.37055/nsz/150303

Biblioteka Nauki

23051063