ArticleFrontiers in nutrition2025
Food digital marketing on social media: trends and strategies of Brazil's leading meal delivery app.
Article in Frontiers in nutrition, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 2 papers.
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Who cites it
2 citing papers in PubMed.
- Does the Digital Economy Promote Dietary Diversity Among Chinese Residents?Foods (Basel, Switzerland) · 2025Article
- Exploring Socioeconomic Disparities in Adults' Interactions with the Digital Food Environment: A Qualitative Study.Inquiry : a journal of medical care organization, provision and financingArticle
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Authors and funding
5 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Objective: To analyze digital marketing trends of Brazil's leading meal delivery application (MDA) company on Facebook (FB) and Instagram (IG) from 2011 to 2022. Methods: This exploratory, longitudinal, and mixed-methods study examined a 10% sample of all posts published by this company during the study period. Posts were analyzed in terms of food categories, media and connectivity features, and advertising themes. Results: The company predominantly promoted unhealthy foods, frequently employing persuasive digital marketing strategies. While this pattern was consistent across both platforms, IG posts were more visually engaging and interactive, making greater use of brand elements, hashtags, conversations, emoticons, user interaction, and company tagging (all Conclusion: The company primarily advertised unhealthy foods on both social media, leveraging persuasive techniques and marketing strategies. These practices may hinder public health efforts to reduce the consumption of unhealthy foods.
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