Food marketing communication targeting children: A content analysis of research literature (2000–2023)

Fariba Esmaeilpour and Mitra Shabani Nashtaee

Journal of Global Scholars of Marketing Science, 2024, vol. 34, issue 4, 559-583

Abstract: This study provides a big picture of research in the field of food marketing communication targeting children. It aims to identify conceptual and methodological gaps, and set future research agenda for investigating less-explored aspects of food marketing communication effects on children’s food choices. A content analysis of the most influential scientific literature related to food marketing communication targeting children was conducted. Each eligible paper was analyzed based on lines of research and methodology. Analysis of 495 eligible papers revealed that “advertising” was the dominant line of research, followed by “sales promotion”. The most common research method was content analysis, and the most common analysis technique was comparison tests. Among data gathering methods, two categories of “structured questionnaires and surveys” and “nonreactive measures” had the most frequencies. One of the main findings of this study is the scarcity of research within the domains of “personal selling”, “direct marketing” and “public relations”, all of which have significant potential in influencing children’s food behaviors, both unhealthy and healthy. Additionally, there is the lack of studies using methods to consider children’s voices that will be discussed based on the United Nations Convention on the Rights of the Child.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2023.2283833 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:34:y:2024:i:4:p:559-583

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2023.2283833

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().