From Instagram to Insta-gratification – The Digital Marketing of Unhealthy Food and Beverages to Adolescents: Does Gender Play a Role?

Abstract

This doctoral research explores the relationship between digital food marketing and gender, shedding light on factors that contribute to adolescent consumer behavior and societal norms. In an era dominated by digital platforms, including social media, food marketing strategies have evolved, becoming increasingly sophisticated in their ability to target specific demographic groups. However, while digital food marketing and its impact on adolescents is documented, there remains a gap in understanding how gender intersects with these phenomena. This research seeks to address that gap by examining the differential impacts of digital food marketing on boys and girls, emphasizing the necessity for gender-sensitive policies and interventions. This research’s findings revealed that gender plays a role in the digital marketing of food. The first study uncovered variations in exposures to marketing techniques and the healthfulness of food based on a participant’s gender. The second study revealed differences in how adolescent boys and girls interact with digital food marketing. Lastly, in light of the considerable influence of social media influencers, the third study investigated social media influencer posts featuring food, offering valuable insights into the interaction between social media, social media influencers, and potential gender norms impacting adolescents' dietary behaviors. Together, these studies lay the groundwork for understanding the intersection of gender, adolescent dietary patterns, and digital food marketing, emphasizing the need for continued research into gender-specific digital food marketing and its implications for adolescent health. Recognizing these disparities is needed for developing effective strategies to mitigate the influence of digital food marketing on adolescents, ensuring that interventions are sensitive to the unique ways in which boys and girls are targeted.