Excessive Gaming and Online Energy-Drink Marketing Exposure Associated with Energy-Drink Consumption among Adolescents

Chung-Ying Yang, Fong-Ching Chang, Ru Rutherford, Wen-Yu Chen, Chiung-Hui Chiu, Ping-Hung Chen, Jeng-Tung Chiang, Nae-Fang Miao, Hung-Yi Chuang and Chie-Chien Tseng
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Chung-Ying Yang: Tri-Service General Hospital, Taipei 11490, Taiwan
Fong-Ching Chang: Department of Health Promotion and Health Education, National Taiwan Normal University, Taipei 10610, Taiwan
Ru Rutherford: Department of Health Promotion and Health Education, National Taiwan Normal University, Taipei 10610, Taiwan
Wen-Yu Chen: Department of Health Promotion and Health Education, National Taiwan Normal University, Taipei 10610, Taiwan
Chiung-Hui Chiu: Graduate Institute of Information and Computer Education, National Taiwan Normal University, Taipei 10610, Taiwan
Ping-Hung Chen: The Graduate Institute of Mass Communication, National Taiwan Normal University, Taipei 10610, Taiwan
Jeng-Tung Chiang: Department of Statistics, National Chengchi University, Taipei 11605, Taiwan
Nae-Fang Miao: School of Nursing, Taipei Medical University, Taipei 11031, Taiwan
Hung-Yi Chuang: Department of Public Health, Kaohsiung Medical University, Kaohsiung 80708, Taiwan
Chie-Chien Tseng: Department of Health Promotion and Health Education, National Taiwan Normal University, Taipei 10610, Taiwan

IJERPH, 2022, vol. 19, issue 17, 1-11

Abstract: In this study, we examined excessive online gaming by adolescents and the resultant effects of their exposure to the online marketing of energy drinks and alcohol, and whether marketing literacy could serve as a mitigating factor. This cross-sectional study was conducted in 2020. Data were obtained from a sample of 2613 seventh-grade students from 30 middle schools in Taiwan. A self-administered questionnaire was conducted. The results showed that nearly 18% of the adolescent respondents had used energy drinks, while 75% reported seeing energy-drink advertisements on the internet in the past year. Multiple regression results indicated that factors such as being male, reporting excessive gaming, being exposed to higher levels of online energy-drink marketing, and reporting alcohol use were positively associated with energy-drink consumption. A higher level of online energy-drink marketing-affective literacy, however, was negatively associated with energy-drink consumption. In conclusion, factors that predicted energy-drink consumption among adolescents included excessive gaming and exposure to online energy-drink marketing, but marketing-affective literacy tended to lessen the impact of such advertising.

Keywords: energy drinks; excessive gaming; online marketing exposure; literacy (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
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