Early Start, School of Health and Society, Faculty of Social Sciences, University of Wollongong, New South Wales.
School of Health and Society, Faculty of Social Sciences, University of Wollongong, New South Wales.
Aust N Z J Public Health. 2018 Dec;42(6):530-531. doi: 10.1111/1753-6405.12840. Epub 2018 Oct 29.
This study aimed to explore the nature and extent of, and level of user-engagement with, appealing strategies used by the food industry to promote energy drinks on digital platforms.
Thematic content analysis was employed to code the textual and visual elements of the data that were extracted from the online media pages of nine energy drinks, including posts on Facebook, YouTube, Twitter, and content of websites and advergames.
Four main themes were derived from the 624 textual and visual elements of digital marketing content of energy drink brands, including online social connectivity, desired social identity, enhancement of performance and enhancement of mood.
Energy drinks were popular on digital platforms, as evidenced by the large volume of user-engagement (e.g. 'likes' and 'comments') especially on social networking sites. Energy drink brands appear to target young people, given that the marketing appeals are likely attuned with young people's desires or aspirations. Implications for public health: To counter the effects of digital marketing on young people's health, regulations are needed to safeguard adolescents and young adults, as well as younger children, and consideration should be given to including all forms of marketing communication platforms, including the internet.
本研究旨在探讨食品行业在数字平台上推广能量饮料时所使用的具有吸引力的策略的性质、程度和用户参与度。
采用主题内容分析法对从九个能量饮料的在线媒体页面（包括 Facebook、YouTube、Twitter 上的帖子以及网站和广告游戏的内容）中提取的数据的文本和视觉元素进行编码。
从能量饮料品牌数字营销内容的 624 个文本和视觉元素中得出了四个主要主题，包括在线社交联系、理想的社交身份、增强表现和增强情绪。
能量饮料在数字平台上很受欢迎，这可以从大量的用户参与度（例如“点赞”和“评论”），尤其是在社交网络网站上得到证明。鉴于营销诉求可能符合年轻人的愿望或抱负，能量饮料品牌似乎针对的是年轻人。对公共卫生的影响：为了抵制数字营销对年轻人健康的影响，需要制定法规来保护青少年和年轻人，以及年幼的儿童，并应考虑将所有形式的营销传播平台，包括互联网，都包括在内。
