Digital Food Marketing Strategies Targeting Children Review of Literature

The Food and beverage industry is considered children and adolescents as a major market force. As a result, children and adolescents are now the target of specialized food marketing and advertising companies. Food marketers are interested in youth as consumers because of their spending power and purchasing influence and as future adult consumers. Multiple techniques and channels are used to reach youth even when they were children to influence food product purchase behavior. Majority of advertising campaigns promote unhealthy food items and often takes advantage of children's vulnerability to marketing making it even tougher for parents to inculcate healthy food habits among children. The nature or power of food advertising is relatively under researched, particularly in non US contexts as studies have tended to analyse the product itself, rather than the nature of the message promoting. Overall, despite the strong indications of impact of online marketing, there is need for more evidence in digital media reaching adolescents and children. Prof. P. Vijaya Lakshmi, Ph.D "Digital Food Marketing Strategies Targeting Children: Review of Literature" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-5 , August 2018, URL: https://www.ijtsrd.com/papers/ijtsrd18258.pdf