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

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**