Digital marketing of online food delivery services in a social media platform before and during COVID-19 pandemic in Brazil.

OBJECTIVE: To describe the promotion of food and beverage and marketing strategies used by online food delivery services (OFDS) in a social media platform before and during the pandemic in Brazil. DESIGN: Publicly available data were extracted from OFDS Instagram accounts. Posts published 6 months immediately before and after the first case of COVID-19 in Brazil were randomly sampled. Two independent authors coded the posts' content. Food and beverage items featured in posts were classified according to the NOVA food system classification. Marketing strategies were coded according to protocols from previous studies. SETTING: Top three OFDS Instagram accounts in Brazil. PARTICIPANTS: Posts published in the period studied (n 304). RESULTS: During the pandemic, the proportion of posts featuring at least one food item decreased from 71·6 % to 40·2 %, and the proportion of ultra-processed foods decreased from 57·6 % to 27·9 %. Before the pandemic, the most widely used marketing strategies were branding elements (80·7 %), product imagery (unbranded) (48·9 %) and partnerships/sponsorship (35·2 %). While during the pandemic, branding elements (62·2 %) continued to be the most applied, but were followed by the use of videos/graphics interchange format/boomerangs (34·1 %) and corporate social responsibility (31·7 %). The most frequent COVID-19 marketing strategies were 'social responsibility in the pandemic' (30·5 %), 'combatting the pandemic' (28·0 %) and 'accelerating digitalisation' (20·7 %). CONCLUSIONS: OFDS advertisements on a social media platform placed less emphasis on food items, but improved the nutritional quality of foods and beverages featured in posts. A COVID-washing approach was highlighted, especially through the use of social responsibility marketing during the pandemic.

Centro Acadêmico de Enfermagem da Universidade Federal do Rio de Janeiro (1979-1991) / Centro Académico de Enfermería de la Universidad Federal de Rio de Janeiro (1979-1991) / Federal University of Rio de Janeiro Academic Nursing Center (1979-1991)

Objetivos: historicizar as atividades do caenf e as circunstâncias de como se deu sua renomeação em 1991. Métodos: estudo histórico social de abordagem qualitativa em que foram utilizadas fontes históricas, escritas e orais, estas coletadas por entrevistas mediante a técnica da história oral temática. os resultados foram interpretados e discutidos baseados nos conceitos de memória de michael pollak e identidade social e profissional de claude dubar. Resultados: as atividades do caenf acompanhavam as nuances do movimento estudantil na universidade, sendo mais marcantes as reuniões estudantis, nas quais se discutia, dentre outras questões, o contexto político-social do país. nessas, surgiu o interesse pela renomeação. Conclusões: o caenf atuou na construção do senso de pertencimento à classe estudantil. sua renomeação se deu em contexto de exaltação perante o falecimento inesperado de uma estudante admirada, que foi transformada em ícone.