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

Table 5 Frequency of marketing features linked to Winterlude by post source

Post feature	Winterlude (n = 37)	Businesses (n = 198)	Sponsored individuals (n = 7)	Non-profit organizations (n = 40)	Individuals (n = 450)	Total (n = 732)	P-value
Child prominently featured (% yes)	4 (10.8) ^a,b	5 (2.5) ^a,	0 (0.0)	8 (20.0) ^b,c	107 (23.8) ^c	124 (16.9)	<.0001*
Adolescent prominently featured (% yes)	2 (5.4) ^a	0 (0.0)	0 (0.0)	0 (0.0)	19 (4.2) ^a	21 (2.9)	0.0076**
Presence of family (% yes)	3 (8.1) ^a	0 (0.0)	0 (0.0)	2 (5.0) ^a	52 (11.6) ^a	57 (7.8)	<.0001**
Product intended for children (% yes)	2 (5.4) ^a	22 (11.1) ^b	0 (0.0)	10 (25.0) ^b	84 (18.7) ^b	118 (16.1)	0.013*
Use of price promotions (% yes)	0 (0.0)	15 (7.6) ^a	0 (0.0)	2 (5.0) ^a	0 (0.0)	17 (2.3)	<.0001**
Free product giveaway (% yes)	0 (0.0)	12 (6.1) ^a	0 (0.0)	2 (5.0) ^a,b	3 (0.7) ^b	17 (2.3)	0.0008**
Encouragement of peer-to-peer marketing (% yes)	0 (0.0)	7 (3.5) ^a	0 (0.0)	1 (2.5) ^a	0 (0.0)	8 (1.1)	0.0012**
Contest (% yes)	0 (0.0)	4 (2.0) ^a	0 (0.0)	0 (0.0)	1 (0.2) ^b	5 (0.7)	0.1616**
Celebrity endorsements (% yes)	0 (0.0)	1 (0.5) ^a	1 (14.3) ^b	0 (0.0)	5 (1.1) ^a	7 (1.0)	0.1286**
Use of promotional characters (% yes)	1 (2.7) ^a	3 (1.5) ^a	0 (0.0)	1 (2.5) ^a	5 (1.1) ^a	10 (1.4)	0.3973**

Differences in post features were compared between account types using the chi square test or Fisher’s exact test as appropriate. Letters within rows denote proportions that differ significantly according to post-hoc pairwise comparisons with Bonferroni correction. It was possible for more than one post feature to be present in a single social media post
*p-values derived from chi square test
**p-values derived from Fisher’s exact test

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