Table 5.
Content analysis of COVID-19 marketing strategies from Instagram posts in 2020
| Account name | Region | COVID-19-related posts during study | Food items | Discretionary | Appropriating frontline workers | Combatting the pandemic | Selling social distancing | Accelerating digitalisation |
|---|---|---|---|---|---|---|---|---|
| Uber Eats (@ubereats_aus) | AUS | 2 | 0 | 0 | 1 | 2 | 2 | 2 |
| Deliveroo (@deliveroo_au) | AUS | 14 | 39 | 38 | 0 | 12 | 14 | 5 |
| Menulog (@menulog) | AUS | 8 | 19 | 19 | 1 | 3 | 6 | 7 |
| Grubhub (@grubhub) | USA | 15 | 51 | 38 | 0 | 15 | 10 | 0 |
| DoorDash (@doordash) | USA | 6 | 30 | 16 | 6 | 5 | 0 | 1 |
| Uber Eats (@ubereats) | USA | 20 | 46 | 44 | 3 | 16 | 4 | 4 |
| Just Eat (@justeatuk) | UK | 21 | 11 | 10 | 15 | 13 | 5 | 1 |
| Uber Eats (@ubereats_uk) | UK | 2 | 0 | 0 | 1 | 2 | 0 | 0 |
| Deliveroo (@deliveroo) | UK | 35 | 24 | 24 | 7 | 8 | 12 | 12 |
| Total | 123 | 220 | 189 | 34 | 76 | 53 | 32 | |