Mostrar el registro sencillo del ítem
Data on the Facebook marketing strategies used by fast-food chains in four Latin American countries during the COVID-19 lockdowns
dc.contributor.author | Rozas Urrunaga, Lucila Jimena | |
dc.contributor.author | Castronuovo, Luciana | |
dc.contributor.author | Busse Cárdenas, Peter | |
dc.contributor.author | Mus, Sophia | |
dc.contributor.author | Barnoya, Joaquín | |
dc.contributor.author | Garrón, Alejandra | |
dc.contributor.author | Tiscornia, María Victoria | |
dc.contributor.author | Guanieri, Leila | |
dc.contributor.other | Busse Cárdenas, Peter | |
dc.contributor.other | Rozas Urrunaga, Lucila Jimena | |
dc.date.accessioned | 2024-01-11T15:50:36Z | |
dc.date.available | 2024-01-11T15:50:36Z | |
dc.date.issued | 2021 | |
dc.identifier.citation | Rozas, L., Castronuovo, L., Busse, P., Mus, S., Barnoya, J., Garrón, A., Tiscornia, M. V. & Guanieri, L. (2021). Data on the Facebook marketing strategies used by fast-food chains in four Latin American countries during the COVID-19 lockdowns. BMC Research Notes, 14(1). https://doi.org/10.1186/s13104-021-05870-8 | es_PE |
dc.identifier.issn | 1756-0500 | |
dc.identifier.uri | https://hdl.handle.net/20.500.12724/19570 | |
dc.description.abstract | Objectives: During the COVID-19 pandemic, most countries implemented lockdowns that motivated changes in the dietary patterns, physical activity, and body mass index (BMI) of consumers worldwide, as well as the emergence of new food marketing strategies in social media. We sought to design and validate a methodology for monitoring and evaluating the Facebook marketing strategies of multinational fast-food chains in response to the COVID-19 pandemic. Data description: We developed three datasets. First, a dataset with the Uniform Resource Locators (URLs) of 1015 Facebook posts of five fast-food chains present in Argentina, Bolivia, Guatemala, and Peru. Second, a dataset of 106 content-analyzed posts we used in a pilot to determine intercoder reliability using statistical tests. Third, a dataset of a final sample of the 1015 content-analyzed posts that we used to determine the variables most frequently used. Following a mixed-methods approach, we developed 29 variables that recorded general information, as well as the marketing strategies we identified in the posts, including 14 COVID-19 specific variables. These data should help to monitor the social media marketing strategies that fast-food chains have introduced during the COVID-19 lockdowns, thus providing initial evidence about how they could be contributing to an unhealthy food environment. | en_EN |
dc.format | application/html | |
dc.language.iso | eng | |
dc.publisher | BioMed Central Ltd | |
dc.relation.ispartof | urn:issn: 1756-0500 | |
dc.source | Repositorio Institucional. Ulima | |
dc.source | Universidad de Lima | |
dc.subject | Marketing strategies | en_EN |
dc.subject | Marketing planning | en_EN |
dc.subject | Fast food restaurants | en_EN |
dc.subject | Facebook (Electronic resource) | en_EN |
dc.subject | Latin America | en_EN |
dc.subject | Estrategias de marketing | es_PE |
dc.subject | Plan de marketing | es_PE |
dc.subject | Restaurantes de comida rápida | es_PE |
dc.subject | es_PE | |
dc.subject | América Latina | es_PE |
dc.subject | COVID-19 | es_PE |
dc.title | Data on the Facebook marketing strategies used by fast-food chains in four Latin American countries during the COVID-19 lockdowns | en_EN |
dc.type | info:eu-repo/semantics/article | |
dc.type.other | Artículo en Scopus | es_PE |
dc.identifier.journal | BMC Research Notes | |
dc.publisher.country | GB | |
dc.subject.ocde | https://purl.org/pe-repo/ocde/ford#5.02.04 | |
dc.identifier.doi | https://doi.org/10.1186/s13104-021-05870-8 | |
ulima.cat | 15 | |
ulima.autor.afiliacion | Pendiente | |
ulima.autor.carrera | Pendiente | |
dc.identifier.isni | 121541816 | |
dc.identifier.scopusid | 2-s2.0-85122817925 |
Ficheros en el ítem
Ficheros | Tamaño | Formato | Ver |
---|---|---|---|
No hay ficheros asociados a este ítem. |
Este ítem aparece en la(s) siguiente(s) colección(ones)
-
Comunicación [99]
-
Investigadores externos [101]