Young consumer-brand relationship building potential using digital marketing

摘要: Purpose This paper aims to examine branding strategies directed at child consumers, used by six high fat, sugar and salt food brands across three different digital marketing platforms. It identifies brand relationship building potential in this context. Design/methodology/approach This study analyses the contents of branded mobile phone applications, websites (including advergames) Facebook sites understand nature young consumer–brand that marketers are developing media environment. Findings The use sophisticated integrated immersive online creates for build relationships between consumers an interactive, direct social level not seen traditional media. Categories tactics identified as outcomes analysis linked potential. Research limitations/implications The results suggest communication companies environment creating conditions appeal fostering new ways relationships. As is a dynamic medium fluid state change, exploratory categorises strategy, but consumers’ response such (a limitation). Originality/value This details child–brand context environments. longer-term effects embedded advertising directly within