Skip to main content

Table 4 Top five food and beverage sponsors promoted in social media posts linked to Winterlude by source

From: Exploring the extent of digital food and beverage related content associated with a family-friendly event: a case study

Food companies Winterlude (n = 29) Businesses (n = 156) Sponsored individuals (n = 7) Non-profit organizations (n = 27) Individuals (n = 297) Tota (n = 516) P-value
Beavertails 5 (17.2)a,b 13 (8.3) a 3 (42.9)b,c 17 (63.0)c 203 (68.4)c,d 241 (46.7) < 0.0001
Tim Hortons 19 (65.5)a 3 (1.9) b 1 (14.3)a,b,c 4 (14.8)c 35 (11.8)c,d 62 (12.0) < 0.0001
Wasabi Ottawa 0 (0.0) 21 (13.5) a 0 (0.0) 0 (0.0) 0 (0.0) 21 (4.1) < 0.0001
Red Bull 8 (27.6)a 1 (0.6)b 0 (0.0) 0 (0.0) 4 (1.3) b 13 (2.5) < 0.0001
Starbucks Canada 0 (0.0) 4 (2.6) a 0 (0.0) 0 (0.0) 5 (1.7) a 9 (1.7) 0.8458
Other Companies 0 (0.0) 118 (75.6) a 3 (42.9)a,b 8 (29.6)b 65 (21.9)b,c 194 (37.6) < 0.0001
  1. Differences in post features were compared between account types using the chi square test for Beavertails and the Fisher’s exact test as appropriate for all other companies (including “other companies). Letters within rows denote proportions that differ significantly according to post-hoc pairwise comparisons with Bonferroni correction. It was possible for more than one food company to be present in a single social media post. Any social media posts without any food company identified were excluded from this analysis