Table 3.
Marketing techniques used by the Facebook pages, 1–31 December 2017.
| Food Categories | Number of Posts | Marketing Techniques, n (%) | ||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Pictures | Branding Elements | Hashtag * | Conversations | Special Price Promotions | Links | Videos | Competition, Prizes, Giveaways | Branded Characters | Celebrities | Games | Apps | Sponsorships and Partnerships | Quizzes and Polls | Corporate Social Responsibility and Philanthropy | Sport People | Vouchers, Offers, Rebates | ||
| Confectionery | 44 | 31 (70.5) |
40 (90.9) |
18 (40.9) |
23 (52.3) |
4 (9.1) |
2 (4.5) |
12 (27.3) |
5 (11.4) |
5 (11.4) |
2 (4.5) |
2 (4.5) |
1 (2.3) |
0 (0.0) |
0 (0.0) |
1 (2.3) |
2 (4.5) |
0 (0.0) |
| Soft drink | 184 | 125 (67.9 |
167 (90.8) |
132 (71.7) |
68 (37.0) |
6 (3.3) |
28 (15.2) |
56 (30.4) |
22 (12.0) |
16 (8.7) |
25 (13.6) |
16 (8.7) |
19 (10.3) |
6 (3.3) |
2 (1.1) |
1 (0.5) |
0 (0.0) |
0 (0.0) |
| Retail food | 524 | 476 (90.5) |
362 (68.8) |
288 (54.8) |
267 (50.8) |
210 (39.9) |
168 (31.9) |
60 (11.4) |
35 (6.7) |
21 (4.0) |
4 (0.8) |
9 (1.7) |
2 (0.4) |
0 (0.0) |
2 (0.4) |
1 (12.4) |
0 (0.0) |
0 (0.0) |
| Overall | 752 | 632 (83.8) |
569 (75.5) |
438 (58.1) |
358 (47.5) |
220 (29.2) |
198 (26.3) |
128 (17.0) |
62 (8.2) |
42 (5.6) |
31 (4.1) |
27 (3.6) |
22 (2.9) |
6 (0.8) |
4 (0.5) |
3 (0.4) |
2 (0.3) |
0 (0.0) |
Note. One post consists of more than one technique. * New marketing techniques identified specific to Thai context.