Proceedings of the 4th World Conference on Media and Communication
Year: 2024
DOI:
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Energy Drinks and Young People: A Rapid Review and Narrative Synthesis of Online Marketing and Promotional Strategies
Jayne Rodgers
ABSTRACT:
Energy drinks – non-alcoholic beverages with high concentrations of caffeine and sugar or sweetener – usually consumed to boost energy levels, enhance sports performance or increase mental alertness. Consumption of energy drinks by young people is a growing public health concern associated with adverse health effects including weight gain, dental decay, poor mental health and difficulty sleeping, as well as increased risky behaviours such as smoking and alcohol and substance abuse. Despite a ban on their sale to minors in several countries, and voluntary restrictions in others, they constitute a significant and growing global market. Young people are particularly susceptible to online marketing due to their underdeveloped knowledge of persuasion and limited cognitive skills, hyper-responsive emotional system and stage of socio-emotional development and marketing of unhealthy food and drink products has been linked in numerous studies to young people’s food preferences and consumption behaviours. Brand loyalty and perceived positive effects have been shown to influence purchase of energy drinks, making an understanding of online marketing strategies important for public health bodies seeking to limit their sale and consumption. A rapid review and narrative synthesis of literature reporting the marketing of energy drinks to young people aged 12 to 24 was undertaken, following searches of seven research databases to retrieve original articles meeting the inclusion criteria. Digital, social media and influencer marketing and in-game advertising were included and searches were restricted by publication year (2014 to 2024) to align market growth with contemporary marketing practices. Searches were not restricted by language.
keywords: consumer behaviour; digital marketing; in-game advertising; public health social media marketing