Browsing by Autor "Barnoya, Joaquin"

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Data on the social media marketing strategies used by fast-food chains present in four Latin American countries during the COVID-19 lockdowns
(2021) Fundación Interamericana del Corazón Argentina Luciana Castronuovo; Fundación Interamericana del Corazón Bolivia Alejandra Garrón; Busse, Peter; Barnoya, Joaquin; Garrón, Alejandra
Due to the pandemic COVID-19 and its possible contribution to the unhealthy food environment, we sought to design and validate a methodology for monitoring and evaluating the social media marketing strategies of multinational fast-food chains in response to the COVID-19 pandemic. Two phases of this objective were developed: first, a random sample of posts was analyzed qualitatively to examine COVID-19 related content. In the second stage, a quantitative content analysis tool was developed based on the existing literature, and the results obtained during the first stage of qualitative analysis. This tool was used to analyze the entire sample of posts extracted from the Facebook pages of five selected fast-food brands present in the four countries: Argentina, Bolivia, Guatemala, and Peru. This tool was validated and statistical analysis was applied to identify which of the variables could be recommended for use in a similar study. Statistical analysis showed that advertising techniques changed in the context of the COVID-19 pandemic. We found new advertising techniques after social distancing measures were implemented, which were also the most used by the fast-food chains included in our study. These techniques are references to domesticity, hashtags or connective tags specific to COVID-19, references to safety and sanitation rules and measures, and mentions to change/ adaptation. The fast-food chains in the four countries used similar marketing strategies on Facebook.
Quantitative and image datasets of the assessment of gender representation in food and beverage print advertisements found in Guatemala City, Guatemala and Lima, Peru in 2018
(2018) Fundación Interamericana del Corazón Alejandra Garrón; Busse, Peter; Barnoya, Joaquin; Garrón, Alejandra
The two datasets that are part of this project were the result of a research aiming to describe the representation of gender in print food and beverage advertisements inside corner stores located around schools in Lima, Peru and Guatemala City, Guatemala. During the period between October - December 2018, researchers visited these points of food sale and took digital pictures of print advertisements of sugar-sweetened beverages, candy, cereals, bread and pastries, eggs and dairy, water, instantaneous food, frozen desserts (ice cream and popsicles) and ultra-processed snacks, using a purposive sampling approach. These photographs were then analyzed according to a content analysis instrument containing a total of nineteen variables. Two of these variables were used to record general information of the print advertisements: country of provenance and school segment. The other seventeen variables were used for the assessment of gender representation, and included: brand, product category, general communication concept, color, product representation, environment/featured activity, number and gender of the persons shown in the ad, health claim, values/emotional appeal, gender of main character, role model/ public figure, public to which it is visually directed, focal point, typography, scales, shape and contrast. Documentation with the definitions of each variable is provided with the data. As a result of this work, we obtained:1) one dataset that includes high-resolution photographs of the 200 unique print food and beverage advertisements from Guatemala and Peru; 2) a second dataset that contains the coded data that resulted of the gender representation assessment of each one of the 200 photographs of print advertisements. Descriptions of the procedures followed for taking, uploading and analyzing the photographs, as well as detailed information about the provenance of photographs and instructions for coding, are included in guides and documents that accompany these datasets.