Social and Behavioral Sciences Commons^™

Exposure To Digital Marketing Enhances Young Adults' Interest In Energy Drinks: An Exploratory Investigation, Li Min Buchanan, Bridget Kelly, Heather Yeatman

Faculty of Social Sciences - Papers (Archive)

Young adults experience faster weight gain and consume more unhealthy food than any other age groups. The impact of online food marketing on "digital native" young adults is unclear. This study examined the effects of online marketing on young adults' consumption behaviours, using energy drinks as a case example. The elaboration likelihood model of persuasion was used as the theoretical basis. A pre-test post-test experimental research design was adopted using mixed-methods. Participants (aged 18-24) were randomly assigned to control or experimental groups (N = 30 each). Experimental group participants' attitudes towards and intended purchase and consumption of energy drinks were …