Data on the social media marketing strategies used by fast-food chains present in four Latin American countries during the COVID-19 lockdowns

Principal Investigator(s): View help for Principal Investigator(s) Lucila Rozas, Grupo de Investigación en Comunicación y Salud, Instituto de Investigación Científica, Universidad de Lima; Luciana Castronuovo, Fundación Interamericana del Corazón Argentina; Peter Busse, Grupo de Investigación en Comunicación y Salud, Instituto de Investigación Científica, Universidad de Lima; Joaquin Barnoya, Departamento de Investigación, Unidad de Cirugía Cardiovascular de Guatemala; Alejandra Garrón, Fundación Interamericana del Corazón Bolivia

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Data on the social media marketing strategies used by fast-food chains present in four Latin American countries during the COVID-19 lockdowns		0

Project Citation:

Rozas, Lucila, Castronuovo, Luciana, Busse, Peter, Barnoya, Joaquin, and Garrón, Alejandra. Data on the social media marketing strategies used by fast-food chains present in four Latin American countries during the COVID-19 lockdowns. Ann Arbor, MI: Inter-university Consortium for Political and Social Research [distributor], 2021-08-17. https://doi.org/10.3886/E144061V2

Project Description

Summary:

Due to the pandemic COVID-19 and its possible contribution to the unhealthy food environment, we sought to design and validate a methodology for monitoring and evaluating the social media marketing strategies of multinational fast-food chains in response to the COVID-19 pandemic. Two phases of this objective were developed: first, a random sample of posts was analyzed qualitatively to examine COVID-19 related content. In the second stage, a quantitative content analysis tool was developed based on the existing literature, and the results obtained during the first stage of qualitative analysis. This tool was used to analyze the entire sample of posts extracted from the Facebook pages of five selected fast-food brands present in the four countries: Argentina, Bolivia, Guatemala, and Peru. This tool was validated and statistical analysis was applied to identify which of the variables could be recommended for use in a similar study. Statistical analysis showed that advertising techniques changed in the context of the COVID-19 pandemic. We found new advertising techniques after social distancing measures were implemented, which were also the most used by the fast-food chains included in our study. These techniques are references to domesticity, hashtags or connective tags specific to COVID-19, references to safety and sanitation rules and measures, and mentions to change/ adaptation. The fast-food chains in the four countries used similar marketing strategies on Facebook.

Scope of Project

Subject Terms: food marketing; social media; COVID-19; advertising; Latin America; children; adolescents; child nutrition; food environment

Geographic Coverage: Argentina, Guatemala, Bolivia, Peru

Universe: Facebook posts of the fast-food chains present in Argentina, Bolivia, Guatemala, and Peru published during the lockdown periods in each country due to the COVID-19 pandemic

Data Type(s): other; program source code; text

Methodology

Sampling: We used a purposive sampling technique to gather 1015 Facebook posts from 5 fast-food chains present in Argentina, Bolivia, Guatemala, and Peru

Data Source: Country-specific Facebook fan pages (the countries being Argentina, Bolivia, Guatemala, and Peru) of five multinational fast-food brands (Burger King, Starbucks, KFC, TGI Fridays, and Subway)

Collection Mode(s): other

Unit(s) of Observation: Facebook post

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V2 [2021-08-17]

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