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dc.contributor.authorAli-Alsaadi, Ali Ahmed
dc.contributor.authorCabeza-Ramírez, Luis Javier
dc.contributor.authorSantos Roldán, Luna
dc.contributor.authorLoor Zambrano, Halder Yandry
dc.date.accessioned2023-11-16T11:08:50Z
dc.date.available2023-11-16T11:08:50Z
dc.date.issued2023
dc.identifier.issn2304-8158
dc.identifier.urihttp://hdl.handle.net/10396/26219
dc.description.abstractIn the contemporary digital marketing context, this study aimed to investigate the influence of firm-generated content and social media advertising on fast-food consumption patterns among the adult population. Utilizing a questionnaire distributed to customers of a restaurant in Fujairah, United Arab Emirates, convenience sampling was employed. The findings underscored a significant positive relationship between firm-generated content and social media engagement, as well as between the latter and online shopping behavior. However, it was determined that word of mouth did not significantly moderate the relationship between attitudes towards social media advertisements and fast-food consumption patterns. From a theoretical perspective, these results enrich the understanding of how digital dynamics shape consumer behavior in specific contexts. Practically speaking, they prompt a critical reflection on the ethics of marketing in promoting products potentially detrimental to health, urging both companies and policymakers to reconsider their strategies and regulations, respectively.es_ES
dc.format.mimetypeapplication/pdfes_ES
dc.language.isoenges_ES
dc.publisherMDPIes_ES
dc.rightshttps://creativecommons.org/licenses/by/4.0/es_ES
dc.sourceFoods, 12(22), 4089 (2023)es_ES
dc.subjectFirm-generated contentes_ES
dc.subjectFast-food consumption patternses_ES
dc.subjectSocial media engagementes_ES
dc.subjectAdult consumerses_ES
dc.subjectUnited Arab Emirateses_ES
dc.subjectDigital marketinges_ES
dc.subjectHealth implicationses_ES
dc.subjectConsumer behaviores_ES
dc.subjectOnline shopping behaviores_ES
dc.subjectEthical marketinges_ES
dc.titleDigital marketing and fast-food intake in the UAE: the role of firm-generated content among adult consumerses_ES
dc.typeinfo:eu-repo/semantics/articlees_ES
dc.relation.publisherversionhttps://doi.org/10.3390/foods12224089es_ES
dc.rights.accessRightsinfo:eu-repo/semantics/openAccesses_ES


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