Digital Marketing of Food Products

THE DIGITAL MARKETING OF FOOD PRODUCTS; IS IT A THREAT OR AN OPPORTUNITY FOR THE YOUTH OF TODAY

Table of contents

Problem Statement        

Situating        

Grounding        

Diagnosing        

Solving        

Literature Review        

Digital Marketing        

Digital marketing of food as an opportunity        

Digital Marketing of Food as a threat        

Methodology        

Research Process        

Research Philosophy        

Research Design        

Research Strategy        

Research Methods        

Data Collection Methods        

Research Instrument        

References        

The digital marketing of food products; is it a threat or an opportunity for the youth of today

Problem Statement

In today’s world, marketers are unable to understand that whether or not to use digital marketing in food industry. The recent debate on food marketing and the requirement or regulating or self-regulating is polarized. It was pointed out by Hawkes (2007) that on one side digital marketing of food has a negative impact on obesity level of young people (Montgomery and Chester 2007; Jones, Brown and Bobkowski 2011; Hawkes and Harris 2011; Montgomery, Grier et al. 2011), and on the other side digital food marketing is considered as having a positive impact on the lives of children and indeed something they are authorized to (WFA, 2006). Due to much focus on food and diet, many health companies are doing research on food and nutrition of young people (Yale Rudd Centre for Food Policy and Obesity ; Harris, Schwartz et al. 2009; Harris, Schwartz et al. 2010; Ustjanauskas, Eckman et al. 2010; Harris, Schwartz et al. 2011), the Institute of Medicine (2006), the Cancer Council (Jones, Phillipson et al. 2011) and Robert Wood Johnson Foundation (Berkeley Media Studies Group 2011). This research is focused on finding that whether the digital food marketing is an opportunity or a threat.