Table 3 Volume of advertisements, user engagement, product healthiness and marketing techniques on company Facebook pages for packaged food, fast food, and beverage brands
From: Unhealthy food and beverage marketing to children on digital platforms in Aotearoa, New Zealand
|  | Packaged food brands (n = 15) | Fast food brands (n = 10) | Beverage brands (n = 7) | Total 2019 (N = 32 brands) |
|---|---|---|---|---|
Volume and type of posts | ||||
 Total number of posts on all pages, n | 102 | 130 | 53 | 285 |
 Number of posts per page: median; | 4 | 10.5 | 9 | 7 |
  mean | 7 | 13 | 7.6 | 9 |
  (range) | (2 – 18) | (2 – 43) | (1 – 13) | (2 – 43) |
 Number of posts per month per page: median; | 0.67 | 1.8 | 1.5 | 1.2 |
  mean | 1.1 | 2.2 | 1.3 | 1.5 |
Level of usera interaction with posts | ||||
 Likes per post: median; | 179 | 57 | 70 | 77 |
  mean | 374 | 171 | 394 | 285 |
  standard deviation | ± 697 | ± 297 | ± 1046 | ± 655 |
  (range) | (2–5700) | (1–2100) | (0–6900) | (0–6900) |
 Shares per post: median; | 11 | 3 | 3 | 4 |
  mean | 47 | 8 | 21 | 24 |
  standard deviation | ± 119 | ± 15 | ± 59 | ± 78 |
  (range) | (0–807) | (0–129) | (0–392) | (0–807) |
 Comments per post: median; | 24 | 42 | 13 | 34 |
  mean | 551 | 260 | 439 | 397 |
  standard deviation | ± 2410 | ± 770 | ± 1432 | ± 1658 |
  (range) | (0–21,000) | (0–6100) | (0–7300) | (0–21,000) |
Healthiness of food and/or beverage products in posts | ||||
 Posts containing a food and/or beverage product, n (%) | 95 (93%) | 108 (83%) | 50 (94%) | 253 (89%) |
 Food and/or beverage products classified as occasionalb, n (%) | 74 (78%) | 97 (90%) | 49 (98%) | 220 (87%) |
 Food and/or beverage products classified as not permitted to be marketed to childrenc, n (%) | 76 (80%) | 96 (89%) | 48 (96%) | 220 (87%) |
Use of marketing techniquesd in posts | ||||
 Posts with an activity for consumers, n (%) | 77 (75%) | 78 (60%) | 38 (72%) | 193 (68%) |
Posts with a promotional strategyd, n (%) | ||||
 • Total | 34 (33%) | 21 (16%) | 23 (43%) | 78 (27%) |
 • Occasionalb | 21 (28%) | 14 (14%) | 21 (43%) | 56 (25%) |
 • Not permitted to be marketed to childrenc | 26 (34%) | 14 (15%) | 21 (44%) | 61 (28%) |
Posts with a premium offerd, n (%) | ||||
 • Total | 24 (24%) | 65 (50%) | 20 (38%) | 110 (39%) |
 • Occasionalb | 15 (20%) | 49 (51%) | 19 (39%) | 84 (38%) |
 • Not permitted to be marketed to childrenc | 17 (22%) | 50 (52%) | 19 (40%) | 86 (39%) |