Media

RECORDING: ISBNPA Webinar SIG Policies and Environments: Examining Racially-Targeted Marketing Using Content Analysis and an Experimental Survey

1 May 2018
Topic: Examining Racially-Targeted Marketing Using Content Analysis and an Experimental  Survey 

Speaker: Marie Bragg
Affiliation: Department of Population Health, New York University School of Medicine

Abstract: In Study 1, we collected social media data for 200 food brands. Twenty brands with the most followers were selected for content analysis to identify marketing themes. In Study 2, adolescents viewed four food ads featuring either Black or White actors and completed a survey about their ad preferences and willingness to engage with brands on social media. In Study 1, we found that 200 brands maintained 568 accounts with 821,250,802 followers while 20 brands maintained 11,632,573 adolescent followers. In Study 2, Black and White participants preferred Black-targeted ads and Black participants had more positive emotional responses to Black-targeted ads.