Open AccessBrands with personalities – good for businesses, but bad for public health? A content analysis of how food and beverage brands personify themselves on Twitter
Author(s) -
Tenay Greene,
Carla Seet,
Andrea Rodríguez Barrio,
Dana McIntyre,
Bridget Kelly,
Marie A. Bragg
Publication year - 2021
Publication title -
public health nutrition
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.166
H-Index - 137
eISSN - 1475-2727
pISSN - 1368-9800
DOI - 10.1017/s1368980021001439
Subject(s) - personality psychology , advertising , social media , personality , psychology , product (mathematics) , social psychology , business , computer science , mathematics , world wide web , geometry
To examine the extent to which food and beverage brands exhibit personalities on Twitter, quantify Twitter users' engagement with posts displaying personality features and determine advertising spending across these brands on Twitter.