Influência do marketing nas escolhas alimentares dos adultos expostos às mídias sociais
Carregando...
Data
2022-12-05
Tipo de documento
Monografia
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Ciências da Saúde
Modalidade de acesso
Acesso fechado
Editora
Autores
Pereira, Marcos
Pulze, Rafael
Pereira, Rafaella
Gomes, Thaina
Orientador
Oliveira, Jéssica
Coorientador
Silva, José
Resumo
Introdução: O Marketing possui objetivos sociais e administrativos, que possuem como função atingir as metas da empresa e serem instrumentos de comunicação com o consumidor, além de ter como objetivo atrair o consumidor conscientemente ou inconscientemente através de suas estratégias. Na indústria de alimentos, diversas estratégias de marketing são utilizadas para atrair a atenção dos consumidores e induzir a compra como embalagens, cores, caligrafias, tamanhos de embalagem, alegações nutricionais. Habitualmente, o desenvolvimento de novos produtos para o público com um estilo de vida saudável vem crescendo de forma frenética, o que é, de fato, uma oportunidade para a mídia. Dessa forma, o marketing tem sido muito utilizado nas vias tecnológicas e redes sociais, sendo comumente chamados de Marketing digital. Objetivo: Compreender a influência do marketing na compra e consumo de alimentos pela população, em especial, o papel da mídia digital neste processo.
Material e Método: Foi realizado um estudo de revisão da por meio de busca utilizando as plataformas SciELO, PubMed e o Google Acadêmico, utilizando-se os seguintes descritores e combinações “Marketing Nutricional”, “Marketing na indústria alimentícia”, “Marketing Alimentos”, “Marketing Setor Alimentício”, “Marketing Alimentação”, “Marketing Alimentos Redes Sociais”, “Alimentação Redes Sociais”. Os mesmos descritores traduzidos foram utilizados para a busca de artigos em língua inglesa. Como critérios de inclusão foram considerados artigos abordando o público adultos que são expostos às mídias sociais e à publicidade diariamente. Após a análise, a pesquisa final resultou em 58 artigos incluídos no estudo. Resultado e Discussão: O marketing de alimentos nas mídias sociais influencia na decisão do consumidor diretamente ou indiretamente e tem o poder de impactar positivamente
ou negativamente na forma do consumidor se alimentar. Dentre as estratégias
utilizadas, a exposição dos produtos nas mídias por meio de influenciadores digitais, uso de alegações nutricionais e a exposição de produtos com pessoas que possuem corpos denominados ideais para promover tal alimento. O marketing de alimentos também utiliza diversas estratégias para fidelizar os consumidores como Pink Market, Social Market, Greenwashing e Healthwashing que são assuntos que estão em pauta no dia-a-dia. Conclusão: O marketing nutricional tem se apresentado como uma campo de estudo para inovar estratégias publicitárias dentro das indústrias alimentícias, favorecendo o alcance do público-alvo e, assim, influenciando na escolha de determinado produto, visando o aumento de consumo.
Tendo em vista o alcance e o poder de alcance e impacto os influenciadores digitais estão sendo cada vez mais utilizados como estratégias de marketing da indústria. Diante disso, a sociedade vem mudando o padrão alimentar na medida que estão sendo expostas a estes produtos nas mídias sociais. Em contrapartida, tais estratégias tem contribuído para o aumento da insatisfação corporal e atraído os consumidores para a escolha de produtos com alegações saudáveis expostos nas mídias sociais, trazendo efeitos contrários para a saúde de jovens e
adultos.
Introduction: Marketing has social and administrative objectives, which have the function of achieving the company's goals and being instruments of communication with the consumer, in addition to having the objective of attracting the consumer consciously or unconsciously through its strategies. In the food industry, several marketing strategies are used to attract consumers' attention and induce purchases such as packaging, colors, handwriting, package sizes, nutritional claims. Usually, the development of new products for the public with a healthy lifestyle has been growing frantically, which is, in fact, an opportunity for the media. In this way, marketing has been widely used in technological ways and social networks, commonly called digital marketing. Objective: To understand the influence of marketing on the purchase and consumption of food by the population, in particular, the role of digital media in this process. Material and Method: A review study was carried out through a search using the SciELO, PubMed and Google Scholar platforms, using the following descriptors and combinations "Nutritional Marketing", "Marketing in the food industry", "Food Marketing" , “Food Sector Marketing”, “Food Marketing”, “Food Marketing Social Networks”, “Food Social Networks”. The same translated descriptors were used to search for articles in English. As inclusion criteria, articles addressing the adult audience who are exposed to social media and advertising on a daily basis were considered. After analysis, the final search resulted in 58 articles included in the study. Result and Discussion: Food marketing on social media influences the consumer's decision directly or indirectly and has the power to positively or negatively impact the way consumers eat. Among the strategies used, the exposure of products in the media through digital influencers, the use of nutritional claims and the exposure of products with people who have bodies called ideal to promote such food. Food marketing also uses different strategies to build consumer loyalty, such as Pink Market, Social Market, Greenwashing and Healthwashing, which are issues that are on the agenda on a daily basis. Conclusion: Nutritional marketing has been presented as a field of study to innovate advertising strategies within the food industries, favoring the reach of the target audience and, thus, influencing the choice of a certain product, aiming at increasing consumption. In view of the reach and power of reach and impact, digital influencers are being increasingly used as industry marketing strategies. In view of this, society has been changing its dietary patterns as they are being exposed to these products on social media. On the other hand, such strategies have contributed to an increase in body dissatisfaction and attracted consumers to choose products with healthy claims exposed on social media, bringing adverse effects to the health of young people and adults.
Introduction: Marketing has social and administrative objectives, which have the function of achieving the company's goals and being instruments of communication with the consumer, in addition to having the objective of attracting the consumer consciously or unconsciously through its strategies. In the food industry, several marketing strategies are used to attract consumers' attention and induce purchases such as packaging, colors, handwriting, package sizes, nutritional claims. Usually, the development of new products for the public with a healthy lifestyle has been growing frantically, which is, in fact, an opportunity for the media. In this way, marketing has been widely used in technological ways and social networks, commonly called digital marketing. Objective: To understand the influence of marketing on the purchase and consumption of food by the population, in particular, the role of digital media in this process. Material and Method: A review study was carried out through a search using the SciELO, PubMed and Google Scholar platforms, using the following descriptors and combinations "Nutritional Marketing", "Marketing in the food industry", "Food Marketing" , “Food Sector Marketing”, “Food Marketing”, “Food Marketing Social Networks”, “Food Social Networks”. The same translated descriptors were used to search for articles in English. As inclusion criteria, articles addressing the adult audience who are exposed to social media and advertising on a daily basis were considered. After analysis, the final search resulted in 58 articles included in the study. Result and Discussion: Food marketing on social media influences the consumer's decision directly or indirectly and has the power to positively or negatively impact the way consumers eat. Among the strategies used, the exposure of products in the media through digital influencers, the use of nutritional claims and the exposure of products with people who have bodies called ideal to promote such food. Food marketing also uses different strategies to build consumer loyalty, such as Pink Market, Social Market, Greenwashing and Healthwashing, which are issues that are on the agenda on a daily basis. Conclusion: Nutritional marketing has been presented as a field of study to innovate advertising strategies within the food industries, favoring the reach of the target audience and, thus, influencing the choice of a certain product, aiming at increasing consumption. In view of the reach and power of reach and impact, digital influencers are being increasingly used as industry marketing strategies. In view of this, society has been changing its dietary patterns as they are being exposed to these products on social media. On the other hand, such strategies have contributed to an increase in body dissatisfaction and attracted consumers to choose products with healthy claims exposed on social media, bringing adverse effects to the health of young people and adults.
Palavras-chave
Marketing de alimentos, Mídias sociais, Marketing nutricional