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

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  • Norbert Kawęcki

Abstract

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.

Suggested Citation

  • Norbert Kawęcki, 2022. "The challenges of digital marketing of food products towards the behavior of young consumers," Nowoczesne Systemy Zarządzania. Modern Management Systems, Military University of Technology, Faculty of Security, Logistics and Management, Institute of Organization and Management, issue 2, pages 47-58.
    • Handle: RePEc:aou:nszioz:y:2022:i:2:p:47-58
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    References listed on IDEAS

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    2. ., 2011. "Digital development: an overall EU policy framework," Chapters, in: Paolo Guerrieri & Sara Bentivegna (ed.), The Economic Impact of Digital Technologies, chapter 8, Edward Elgar Publishing.
    3. Freeman, B. & Kelly, B. & Baur, L. & Chapman, K. & Chapman, S. & Gill, T. & King, L., 2014. "Digital junk: Food and beverage marketing on facebook," American Journal of Public Health, American Public Health Association, vol. 104(12), pages 56-64.
    4. Jo E. Williamson, 2011. "Digital Equity in Schools: An Overview of Current Trends," International Journal of Cyber Ethics in Education (IJCEE), IGI Global, vol. 1(1), pages 12-24, January.
    5. ., 2011. "A metrics for digital development," Chapters, in: Paolo Guerrieri & Sara Bentivegna (ed.), The Economic Impact of Digital Technologies, chapter 3, Edward Elgar Publishing.
    6. Giovanna Mascheroni & Kjartan Ólafsson, 2014. "Net Children Go Mobile: risks and opportunities," LSE Research Online Documents on Economics 55798, London School of Economics and Political Science, LSE Library.
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