Content Strategies used by Fast Food Companies in Ireland to Target Children on Facebook: An Application of Taylor's Six-Segment Message Strategy Wheel

Social media plays an increasingly important role in marketing fast food restaurants, and Facebook pages fulfill many of the functions of brand advertising. This is of particular concern because of the prevalence of under-age... [ view full abstract ]

Social media plays an increasingly important role in marketing fast food restaurants, and Facebook pages fulfill many of the functions of brand advertising. This is of particular concern because of the prevalence of under-age users and the proven link between advertising unhealthy foods and obesity. This study applies Taylor’s (1999) six-segment message strategy wheel as a theoretical framework to analyse direct-to-consumer messaging on social media by fast food restaurants in Ireland. A content analysis of 828 Facebook posts suggests that the majority of fast food restaurants use a transformational message strategy with a sensory appeal. This was consistent across international and domestic chains and independent local restaurants. All three segments used mainly photos for sensory appeal, although the segments did differ in their use of other elements, with the chains more likely to attract comments and the local businesses more active in prizes and giveaways. The attractiveness of content was consistent across segments, with low vividness and interactivity. The study found evidence of age-based targeting at page-level but not overtly at the post-level.

Taylor’s Six-Segment Message Strategy Wheel; Fast Food; Ireland; social networking; marketing; Facebook; children; adolescents; message strategy; unhealthy foods; child obesity [ view full abstract ]

Taylor’s Six-Segment Message Strategy Wheel; Fast Food; Ireland; social networking; marketing; Facebook; children; adolescents; message strategy; unhealthy foods; child obesity