Limin Buchanan|Heather Yeatman|Bridget Kelly|Kishan Kariippanon
A thematic content analysis of how marketers promote energy drinks on digital platforms to young Australians
University of Wollongong|University of Wollongong|University of Wollongong|University of Wollongong
study aimed explore nature extent level userengagement appealing strategies used food industry promote energy drinks digital platformsthematic content analysis employed code textual visual elements data extracted online media pages nine energy drinks including posts facebook youtube twitter content websites advergamesfour main themes derived 624 textual visual elements digital marketing content energy drink brands including online social connectivity desired social identity enhancement performance enhancement moodenergy drinks popular digital platforms evidenced large volume userengagement eg likes comments especially social networking sites energy drink brands appear target young people given marketing appeals likely attuned young peoples desires aspirations implications public health counter effects digital marketing young peoples health regulations needed safeguard adolescents young adults well younger children consideration given including forms marketing communication platforms including internet