The effects of the new forms of digital marketing on the food and beverage consumption of early teenagers in Hungary
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| Format: | Thesis |
| Kulcsszavak: | Brand attitude consumer behaviour Developmental psychology Digital marketing effects of advertising marketing communication |
| Online Access: | http://dolgozattar.uni-bge.hu/28525 |
| Abstract: | The main area of my paper is the effects of the new forms of digital marketing activities on children and more specifically on early teenagers in Hungary. The purpose of this paper is to determine whether advertising and marketing communications in different digital channels, mainly in social media has an impact on the food and beverage consumption of the adolescents in Hungary and whether it increases the likelihood of childhood obesity and unhealthy lifestyle. In order to assess this gap, adolescents between the age of 10 and 14 from a local primary school located in Eger were asked to fill in a survey anonymously about the brand attitude and unhealthy food and beverage consumption of their own. They had a chance to answer to questions about the amount and frequency they use different digital platforms, and digital devices, and to choose between two pictures of each displayed brand. Data was collected from a total of 100 Hungarian primary school students. This would seem to indicate that teenagers are highly affected by the overbearing marketing activities such as advertising sugary food and beverages on all kinds of channels, including social media influencers in their advertising campaigns to reach more people from the younger generation who are more impressionable and are more willing to give in to the social pressures. Our findings should be of value to students, parents, and teachers as well. It is very likely that many students are unaware of such negative impacts of digital marketing contents they see and online ads they perceive day by day on their lives and health. The results may also lead to parents devoting more attention to help their children avoid online and offline media contents about the consumption of unhealthy products. |
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