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Digital Food Marketing Strategies Targeting Children: Review of Literature

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Digital Food Marketing Strategies Targeting Children: Review of Literature


Prof. P. Vijaya Lakshmi, Ph.D

https://doi.org/10.31142/ijtsrd18258



Prof. P. Vijaya Lakshmi, Ph.D "Digital Food Marketing Strategies Targeting Children: Review of Literature" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-5, August 2018, pp.2074-2080, URL: https://www.ijtsrd.com/papers/ijtsrd18258.pdf

The Food and beverage industry is considered children and adolescents as a major market force. As a result, children and adolescents are now the target of specialized food marketing and advertising companies. Food marketers are interested in youth as consumers because of their spending power and purchasing influence and as future adult consumers. Multiple techniques and channels are used to reach youth even when they were children to influence food product purchase behavior. Majority of advertising campaigns promote unhealthy food items and often takes advantage of children’s vulnerability to marketing making it even tougher for parents to inculcate healthy food habits among children. The nature or power of food advertising is relatively under-researched, particularly in non-US contexts as studies have tended to analyse the product itself, rather than the nature of the message promoting. Overall, despite the strong indications of impact of online marketing, there is need for more evidence in digital media reaching adolescents and children.

food marketing strategies, online food marketing


IJTSRD18258
Volume-2 | Issue-5, August 2018
2074-2080
IJTSRD | www.ijtsrd.com | E-ISSN 2456-6470
Copyright © 2019 by author(s) and International Journal of Trend in Scientific Research and Development Journal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)

International Journal of Trend in Scientific Research and Development - IJTSRD having online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International Journal which provides rapid publication of your research articles and aims to promote the theory and practice along with knowledge sharing between researchers, developers, engineers, students, and practitioners working in and around the world in many areas like Sciences, Technology, Innovation, Engineering, Agriculture, Management and many more and it is recommended by all Universities, review articles and short communications in all subjects. IJTSRD running an International Journal who are proving quality publication of peer reviewed and refereed international journals from diverse fields that emphasizes new research, development and their applications. IJTSRD provides an online access to exchange your research work, technical notes & surveying results among professionals throughout the world in e-journals. IJTSRD is a fastest growing and dynamic professional organization. The aim of this organization is to provide access not only to world class research resources, but through its professionals aim to bring in a significant transformation in the real of open access journals and online publishing.

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