COVID-washing of ultra-processed products : the content of digital marketing on Facebook during the COVID-19 pandemic in Uruguay

Dublin Core

Título

COVID-washing of ultra-processed products : the content of digital marketing on Facebook during the COVID-19 pandemic in Uruguay

Tema

REDES SOCIALES
ALIMENTOS ULTRAPROCESADOS
COVID-19
ALIMENTOS
COMERCIALIZACION
URUGUAY
BIBLIOGRAFIA NACIONAL QUIMICA
2021

Abstract

Objective: To explore the use of references to the COVID-19 pandemic as part of the marketing strategies used on Facebook to promote ultra-processed products.

Design: A search for Facebook accounts of ultra-processed products was perFormed using a master list of products commercialised in two online supermarkets in Uruguay. For each of the identified Facebook accounts, all the content posted from the confirmation of the first cases of COVID-19 in Uruguay, on 14 March 2020, until 1 July 2020 was recorded. Posts including mentions to COVID-19, social distancing measures or their consequences were identified and analysed using content analysis.

Setting: Uruguay, Latin America.

Results: A total of 135 Facebook accounts were identified, which generated a total of 1749 posts related to ultra-processed products, from which 35 % included references to COVID-19. The majority of the posts included references to prevention measures. Approximately one-third of the posts included proposals of activities to do at home, most of which were linked to a healthy lifestyle. Tips for coping with quarantine and descriptions of the charitable work undertaken by brands were also identified.

Conclusions: Results from the present work provide evidence that industries of ultra-processed products have taken advantage of the COVID-19 pandemic to promote their products, create positive associations with the brands and improve their image as part of their digital marketing strategies.

Autor

Alcaire, Florencia.
Brunet, Gerónimo

Fuente

Public Health Nutrition. -- v. 24, n° 5, 2021. -- p. 1142-1152

Editor

Cambridge University Press

Fecha

2021

Derechos

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Formato

PDF

Idioma

Inglés

Tipo

Artículo

Cobertura

URUGUAY

Document Item Type Metadata

Original Format

PDF
Fecha de agregación
July 23, 2021
Colección
Bibliografía Nacional Química
Tipo de Elemento
Document
Etiquetas
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Citación
Antúnez, Lucía., “COVID-washing of ultra-processed products :the content of digital marketing on Facebook during the COVID-19 pandemic in Uruguay,” RIQUIM - Repositorio Institucional de la Facultad de Química - UdelaR, accessed October 5, 2022, http://riquim.fq.edu.uy/items/show/6288.
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