Social Media-Driven Consumer¿Brand Interactions in Mexico: Healthy Food Brands Versus Indulgent Food Brands Chapter in Scopus uri icon

abstract

  • This chapter explores the effectiveness of companies¿ advertising on Facebook in promoting the interaction of consumers with the firm. Specifically, the consumers¿firm interaction, as a result of the information posted by brand managers in brand fan pages, is compared for two brand categories: healthy and indulgent foods. The Uses and Gratification Theory is the theoretical framework utilised to explain if companies are providing meaningful content (emotional, informational, relational or remunerative content) that stimulates customers to interact with the company. The study was executed following a mixed-method approach. In-depth interviews with target consumers between 24 and 40 years of age in Mexico were performed to gain a richer understanding of social media use. The information on a netnography study complemented and cross-validated the results obtained through the interviews. Our findings show that consumers judge the entertainment, social interaction and remuneration content of the advertisement in health brand pages to be limited. The fan pages of healthy food brands are mainly informative but unexciting. Conversely, the fan pages of indulgent food brands better satisfy consumers¿ needs, specifically concerning the relational and remunerative content. Indulgent brands provide more enjoyable content by giving consumers more opportunities for distraction, recreation and amusement. Based on the study¿s findings, managerial implications for food manufacturing companies in emerging economies are elaborated. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.

publication date

  • January 1, 2022