Researcher at Faculty of Law Publishes New Data on Food Research (Digital Marketing and Fast-Food Intake in the UAE: The Role of Firm-Generated Content among Adult Consumers).

CORDOBA (Spain); UNITED Arab Emirates

A recent study conducted by researchers at the Faculty of Law in Cordoba, Spain, explores the impact of digital marketing and social media advertising on fast-food consumption patterns among adults in the United Arab Emirates (UAE). The study found a significant positive relationship between firm-generated content and social media engagement, as well as between social media engagement and online shopping behavior. However, word of mouth was not found to significantly moderate the relationship between attitudes towards social media advertisements and fast-food consumption patterns. The researchers suggest that these findings contribute to a better understanding of how digital dynamics shape consumer behavior and call for a critical reflection on the ethics of marketing in promoting potentially unhealthy products. [Extracted from the article]

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