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Brands with personalities – good for businesses, but bad for public health? A content analysis of how food and beverage brands personify themselves on Twitter
OBJECTIVE: To examine the extent to which food and beverage brands exhibit personalities on Twitter, quantify Twitter users’ engagement with posts displaying personality features and determine advertising spending across these brands on Twitter. DESIGN: We identified 100 tweets from 10 food and beve...
| Autores principales: | , , , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Cambridge University Press
2022
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8825980/ https://www.ncbi.nlm.nih.gov/pubmed/33820575 http://dx.doi.org/10.1017/S1368980021001439 |