The extent of energy drink marketing on Canadian social media
Abstract Background Caffeinated energy drink (CED) consumption among children and adolescents is a growing global public health concern due to its potential to produce adverse effects. CED marketing viewed by children and adolescents contributes to this problem as it increases consumption and favour...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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BMC
2023-04-01
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| Series: | BMC Public Health |
| Subjects: | |
| Online Access: | https://doi.org/10.1186/s12889-023-15437-w |
| _version_ | 1797836251150155776 |
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| author | Chanelle Ayoub Meghan Pritchard Mariangela Bagnato Lauren Remedios Monique Potvin Kent |
| author_facet | Chanelle Ayoub Meghan Pritchard Mariangela Bagnato Lauren Remedios Monique Potvin Kent |
| author_sort | Chanelle Ayoub |
| collection | DOAJ |
| description | Abstract Background Caffeinated energy drink (CED) consumption among children and adolescents is a growing global public health concern due to its potential to produce adverse effects. CED marketing viewed by children and adolescents contributes to this problem as it increases consumption and favourable attitudes towards these high-caffeine and high-sugar products. This study aimed to describe the social media marketing of CEDs by estimating the frequency of user-generated and company-generated CED marketing and analyzing the marketing techniques used by Canadian CED brands on social media. Methods CED products and brands were identified using the list of CEDs that received a Temporary Marketing Authorization from Health Canada in June 2021. The data on the frequency, reach and engagement of CED-related posts created by users and Canadian CED brands on Facebook, Instagram, Twitter, Reddit, Tumblr, and YouTube were licensed from Brandwatch for 2020–2021. A content analysis was conducted to assess the marketing techniques used in Canadian CED company-generated posts using a coding manual. Results A total of 72 Canadian CED products were identified. Overall, there were 222,119 user-level mentions of CED products in total and the mentions reached an estimated total of 351,707,901 users across platforms. The most popular product accounted for 64.8% of the total user-level mentions. Canadian social media company-owned accounts were found for 27 CED brands. Two CED brands posted the most frequently on Twitter and accounted for the greatest reach, together making up 73.9% of the total company-level posts and reaching 62.5% of the total users in 2020. On Instagram/Facebook, the most popular brand accounted for 23.5% of the company-level posts and 81.3% of the reach between July and September 2021. The most popular marketing techniques used by Canadian CED brands were the use of viral marketing strategies (82.3% of Twitter posts and 92.5% of Instagram/Facebook posts) and the presence of teen themes (73.2% of Twitter posts and 39.4% of Instagram/Facebook posts). Conclusion CED companies are extensively promoting their products across social media platforms using viral marketing strategies and themes that may appeal to adolescents. These findings may inform CED regulatory decision-making. Continued monitoring is warranted. |
| first_indexed | 2024-04-09T15:05:43Z |
| format | Article |
| id | doaj.art-f298f02eadf04d28854fb3457b29f52d |
| institution | Directory Open Access Journal |
| issn | 1471-2458 |
| language | English |
| last_indexed | 2024-04-09T15:05:43Z |
| publishDate | 2023-04-01 |
| publisher | BMC |
| record_format | Article |
| series | BMC Public Health |
| spelling | doaj.art-f298f02eadf04d28854fb3457b29f52d2023-04-30T11:30:34ZengBMCBMC Public Health1471-24582023-04-0123111210.1186/s12889-023-15437-wThe extent of energy drink marketing on Canadian social mediaChanelle Ayoub0Meghan Pritchard1Mariangela Bagnato2Lauren Remedios3Monique Potvin Kent4School of Epidemiology and Public Health, Faculty of Medicine, University of OttawaSchool of Epidemiology and Public Health, Faculty of Medicine, University of OttawaSchool of Epidemiology and Public Health, Faculty of Medicine, University of OttawaSchool of Epidemiology and Public Health, Faculty of Medicine, University of OttawaSchool of Epidemiology and Public Health, Faculty of Medicine, University of OttawaAbstract Background Caffeinated energy drink (CED) consumption among children and adolescents is a growing global public health concern due to its potential to produce adverse effects. CED marketing viewed by children and adolescents contributes to this problem as it increases consumption and favourable attitudes towards these high-caffeine and high-sugar products. This study aimed to describe the social media marketing of CEDs by estimating the frequency of user-generated and company-generated CED marketing and analyzing the marketing techniques used by Canadian CED brands on social media. Methods CED products and brands were identified using the list of CEDs that received a Temporary Marketing Authorization from Health Canada in June 2021. The data on the frequency, reach and engagement of CED-related posts created by users and Canadian CED brands on Facebook, Instagram, Twitter, Reddit, Tumblr, and YouTube were licensed from Brandwatch for 2020–2021. A content analysis was conducted to assess the marketing techniques used in Canadian CED company-generated posts using a coding manual. Results A total of 72 Canadian CED products were identified. Overall, there were 222,119 user-level mentions of CED products in total and the mentions reached an estimated total of 351,707,901 users across platforms. The most popular product accounted for 64.8% of the total user-level mentions. Canadian social media company-owned accounts were found for 27 CED brands. Two CED brands posted the most frequently on Twitter and accounted for the greatest reach, together making up 73.9% of the total company-level posts and reaching 62.5% of the total users in 2020. On Instagram/Facebook, the most popular brand accounted for 23.5% of the company-level posts and 81.3% of the reach between July and September 2021. The most popular marketing techniques used by Canadian CED brands were the use of viral marketing strategies (82.3% of Twitter posts and 92.5% of Instagram/Facebook posts) and the presence of teen themes (73.2% of Twitter posts and 39.4% of Instagram/Facebook posts). Conclusion CED companies are extensively promoting their products across social media platforms using viral marketing strategies and themes that may appeal to adolescents. These findings may inform CED regulatory decision-making. Continued monitoring is warranted.https://doi.org/10.1186/s12889-023-15437-wCaffeinated energy drinksAdolescentChildrenBeverage marketingSocial mediaViral marketing |
| spellingShingle | Chanelle Ayoub Meghan Pritchard Mariangela Bagnato Lauren Remedios Monique Potvin Kent The extent of energy drink marketing on Canadian social media BMC Public Health Caffeinated energy drinks Adolescent Children Beverage marketing Social media Viral marketing |
| title | The extent of energy drink marketing on Canadian social media |
| title_full | The extent of energy drink marketing on Canadian social media |
| title_fullStr | The extent of energy drink marketing on Canadian social media |
| title_full_unstemmed | The extent of energy drink marketing on Canadian social media |
| title_short | The extent of energy drink marketing on Canadian social media |
| title_sort | extent of energy drink marketing on canadian social media |
| topic | Caffeinated energy drinks Adolescent Children Beverage marketing Social media Viral marketing |
| url | https://doi.org/10.1186/s12889-023-15437-w |
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