{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,3]],"date-time":"2026-09-03T12:52:45Z","timestamp":1788439965181,"version":"build-2803163510"},"reference-count":42,"publisher":"Universidad Nacional de Lanus","license":[{"start":{"date-parts":[[2024,4,23]],"date-time":"2024-04-23T00:00:00Z","timestamp":1713830400000},"content-version":"unspecified","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0"}],"funder":[{"DOI":"10.13039\/100006641","name":"UNICEF","doi-asserted-by":"publisher","id":[{"id":"10.13039\/100006641","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["SCOL"],"abstract":"<jats:p>Si bien es extendida la evidencia de los beneficios de la lactancia materna, diversos son los desaf\u00edos para iniciarla y sostenerla. Las empresas productoras de f\u00f3rmulas infantiles utilizan estrategias de marketing violatorias de las regulaciones existentes, contribuyendo a su temprano abandono. Exploramos la exposici\u00f3n al marketing digital de las f\u00f3rmulas infantiles en Argentina mediante el an\u00e1lisis de las interacciones de la poblaci\u00f3n con las marcas y las huellas de dichas interacciones en conversaciones entabladas en grupos de Facebook durante 2022, desde un enfoque cualitativo basado en la etnograf\u00eda digital. Los resultados muestran que las empresas despliegan t\u00e1cticas elusivas de las regulaciones y buscan el contacto con las madres. Las usuarias no interact\u00faan con las cuentas, pero est\u00e1n expuestas a sus estrategias dado el correlato entre los atributos del producto presentes en la publicidad con sus motivaciones y aspiraciones. Los mediadores entre el marketing y las madres son los profesionales m\u00e9dicos, utilizados como recursos del marketing. Concluimos que las autoridades deben promover nuevos acuerdos sobre las pr\u00e1cticas de los profesionales m\u00e9dicos y desarrollar regulaciones teniendo en cuenta los entornos digitales.<\/jats:p>","DOI":"10.18294\/sc.2024.4776","type":"journal-article","created":{"date-parts":[[2024,4,23]],"date-time":"2024-04-23T15:23:11Z","timestamp":1713885791000},"page":"e4776","source":"Crossref","is-referenced-by-count":4,"title":["Marketing digital de f\u00f3rmulas comerciales infantiles en Argentina: un estudio etnogr\u00e1fico digital"],"prefix":"10.18294","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-3786-2635","authenticated-orcid":false,"given":"Flavia","family":"Demonte","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Daniela Paola","family":"Bruno","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Mar\u00eda Celeste","family":"Nessier","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4853-4998","authenticated-orcid":false,"given":"Mar\u00eda Elisa","family":"Zapata","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"7901","published-online":{"date-parts":[[2024,4,23]]},"reference":[{"key":"22284","doi-asserted-by":"crossref","unstructured":"Victora C, Bahl R, Barros AJD, Fran\u00e7a GVA, Horton S, Krasevec J, et al. 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