Unhealthy food marketing is contributing to the obesity epidemic, but real-time insights into the mechanisms of this relationship are under-studied. Digital marketing is growing and following food and beverage (F&B) brands on social media is common, but measurement of exposure and impact of such marketing presents novel challenges. Thus, this study aimed to evaluate the feasibility of collecting data on exposure and impact of digital F&B marketing (DFM) using a smartphone-based ecological momentary assessment (EMA) methodology. We hypothesized that DFM-induced food cravings would vary based on whether (or not) participants engaged with F&B brands online. Participants were Singapore residents (n = 95, 21–40 years), recruited via telephone from an existing cohort. Participants were asked to upload screenshots of all sightings of online F&B marketing messages for seven days, and answer in-app contextual questions about sightings including whether any cravings were induced. Participants provided a total of 1310 uploads (median 9 per participant, Q1-Q3: 4–21) of F&B marketing messages, 27% of which were provided on Day 1, significantly more than on other days (P < 0.001). Followers of food/beverage brands on social media encountered 25.6 percentage points (95% CI 11.4, 39.7) more marketing messages that induced cravings than participants who were not followers. University education was also associated with more (18.1 percentage points; 95% CI 3.1, 33.1) encounters with marketing messages that induced cravings. It was practical and acceptable to participants to gather insights into digital F&B marketing exposure and impact using EMA in young adults, although a shorter study period is recommended in future studies. Followers of food and beverage brands on social media appear to be more prone to experience cravings after exposure to digital F&B marketing.

中文翻译：

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数字食品和饮料营销对年轻人的影响和影响的生态瞬时评估：可行性研究

不健康的食品营销正在加剧肥胖的流行，但对这种关系机制的实时洞察尚未得到充分研究。数字营销正在不断发展，在社交媒体上关注食品和饮料 (F&B) 品牌也很常见，但衡量此类营销的曝光度和影响力提出了新的挑战。因此，本研究旨在评估使用基于智能手机的生态瞬时评估（EMA）方法收集数字餐饮营销（DFM）曝光和影响数据的可行性。我们假设 DFM 引起的食物渴望会根据参与者是否（或不）在线接触餐饮品牌而有所不同。参与者是新加坡居民（n = 95，21-40 岁），通过电话从现有队列中招募。参与者被要求上传 7 天内所有在线餐饮营销信息目击事件的屏幕截图，并回答应用内有关目击事件的上下文问题，包括是否诱发任何渴望。参与者总共上传了 1310 条餐饮营销信息（每位参与者中位数为 9 条，第一季度至第三季度：4-21 条），其中 27% 是在第一天提供的，明显多于其他日期（P < 0.001）。社交媒体上食品/饮料品牌的追随者遇到的引发渴望的营销信息比非追随者多 25.6 个百分点 (95% CI 11.4, 39.7)。大学教育也与更多（18.1 个百分点；95% CI 3.1, 33.1）接触引起渴望的营销信息有关。尽管在未来的研究中建议缩短研究周期，但参与者使用 EMA 来收集有关数字餐饮营销曝光度和影响的见解是可行且可以接受的。社交媒体上食品和饮料品牌的追随者在接触数字餐饮营销后似乎更容易产生渴望。