Academic Journal
Content analysis of breast milk substitutes marketing on Chinese e‐commerce platforms
| العنوان: | Content analysis of breast milk substitutes marketing on Chinese e‐commerce platforms |
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| المؤلفون: | Shannon Han, Huixi Chen, Yanting Wu, Rafael Pérez‐Escamilla |
| المصدر: | Maternal and Child Nutrition, Vol 18, Iss 2, Pp n/a-n/a (2022) |
| بيانات النشر: | Wiley, 2022. |
| سنة النشر: | 2022 |
| المجموعة: | LCC:Pediatrics LCC:Gynecology and obstetrics LCC:Nutritional diseases. Deficiency diseases |
| مصطلحات موضوعية: | breastfeeding, breast milk substitutes, e‐commerce, food policy, health promotion, marketing, Pediatrics, RJ1-570, Gynecology and obstetrics, RG1-991, Nutritional diseases. Deficiency diseases, RC620-627 |
| الوصف: | Abstract China has the largest and fastest‐growing breast milk substitutes (BMSs) market and a disproportionately low exclusive breastfeeding rate. Many BMS manufacturers have established Chinese e‐commerce stores. This marketing is of concern as it is likely to undermine breastfeeding. This study aimed to identify: (1) the marketing themes and strategies used to promote BMSs on the Chinese BMSs e‐commerce websites; (2) if and how digital BMSs marketing may deviate from the World Health Organization Code of Marketing of Breast Milk Substitutes (the Code) recommendations. Content analysis was conducted on the flagship websites of 10 BMSs companies on the Chinese e‐commerce platform “TMall” in July 2019. The main landing page (n = 10) of the flagship TMall website and the product description page (n = 113) of all individual formulas (Stages 1–3) within each company's TMall website were examined. The content was analysed and coded using an iterative thematic analysis approach. Emphasis on Premiumization and Science & Nutrition was the most commonly used marketing approaches. A total of 27.4% of the product description pages sampled used images of infants ( |
| نوع الوثيقة: | article |
| وصف الملف: | electronic resource |
| اللغة: | English |
| تدمد: | 1740-8709 1740-8695 |
| Relation: | https://doaj.org/toc/1740-8695; https://doaj.org/toc/1740-8709 |
| DOI: | 10.1111/mcn.13332 |
| URL الوصول: | https://doaj.org/article/4f16a0e83770409b965126d48d4f671e |
| رقم الانضمام: | edsdoj.4f16a0e83770409b965126d48d4f671e |
| قاعدة البيانات: | Directory of Open Access Journals |
Full Text Finder | تدمد: | 17408709 17408695 |
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| DOI: | 10.1111/mcn.13332 |