Online Marketing Communications and Childhood's Intention to Consume Unhealthy Food

Abstract

This study investigates the impact of online advertising on social network sites on children's intention to consume fast food in Australia. The study adopted a qualitative, inductive approach to data collection using a sample of 30 Australian children who use social network sites and their parents. It was found that fast food advertisements on social networking sites could manipulate the young audience members in terms of their purchasing likelihood, views on fast food, and eating habits. The results from the interviews also indicated that peer pressure is an important element of online communications on social networking sites. By showing their advertisements to a group of young consumers, companies can create a sense of socialization and associate their product with a community. This study is one of the first to consider broad aspects of children's perception of marketing communications on social networking sites in the context of the fast food industry.