Data on the Facebook marketing strategies used by fast-food chains in four Latin American countries during the COVID-19 lockdowns

BMC Research Notes

Sophia Mus¹  Joaquín Barnoya¹  Luciana Castronuovo²  Leila Guanieri²  María Victoria Tiscornia²  Alejandra Garrón³  Peter Busse⁴  Lucila Rozas⁵ 

[1] Departamento de Investigación, Unidad de Cirugía Cardiovascular de Guatemala, 9a Av 8-00 zona 11, 01011, Ciudad de Guatemala, Guatemala;Fundación Interamericana del Corazón Argentina (FIC-Argentina), Arévalo 2364—1 A, C1425DBR, Buenos Aires, Argentina;Fundación Interamericana del Corazón—Bolivia, Mariscal Santa Cruz Avenue, La Primera Building, Tower B, 10th Floor, Office No. 7, La Paz, Bolivia;Instituto de Investigación Científica, Grupo de Investigación en Comunicación y Salud, Carrera de Comunicación, Universidad de Lima, 4600 Javier Prado Este Avenue, Tower A, 11th Floor, 15023, Lima, Peru;Instituto de Investigación Científica, Grupo de Investigación en Comunicación y Salud, Universidad de Lima, 4600 Javier Prado Este Avenue, Tower A, 11th Floor, 15023, Lima, Peru;

关键词: Food marketing;    Social media;    Food environment;    Children;    Adolescents;    COVID-19;    Latin America;   

DOI  :  10.1186/s13104-021-05870-8

来源: Springer

【 摘 要 】

ObjectivesDuring the COVID-19 pandemic, most countries implemented lockdowns that motivated changes in the dietary patterns, physical activity, and body mass index (BMI) of consumers worldwide, as well as the emergence of new food marketing strategies in social media. We sought to design and validate a methodology for monitoring and evaluating the Facebook marketing strategies of multinational fast-food chains in response to the COVID-19 pandemic.Data descriptionWe developed three datasets. First, a dataset with the Uniform Resource Locators (URLs) of 1015 Facebook posts of five fast-food chains present in Argentina, Bolivia, Guatemala, and Peru. Second, a dataset of 106 content-analyzed posts we used in a pilot to determine intercoder reliability using statistical tests. Third, a dataset of a final sample of the 1015 content-analyzed posts that we used to determine the variables most frequently used. Following a mixed-methods approach, we developed 29 variables that recorded general information, as well as the marketing strategies we identified in the posts, including 14 COVID-19 specific variables. These data should help to monitor the social media marketing strategies that fast-food chains have introduced during the COVID-19 lockdowns, thus providing initial evidence about how they could be contributing to an unhealthy food environment.

【 授权许可】

CC BY