Researchers wanted to investigate the impact of social media influencer marketing on energy drink consumption among adolescents.
They conducted a meta-analysis on studies published between 2012 and 2024 involving participants aged 12–18 years, assessing how social media influencer endorsements (specifically on video-sharing platforms) influenced dietary preferences and choices.
The meta-analysis included video ads, sponsored posts, and product placement by domestic and international influencers, while excluding traditional TV, print media, and adult-focused marketing.
The researchers compared data on influencer-endorsed energy drinks with endorsements of non-food lifestyle products (such as tech accessories or clothing). 12 studies on energy drink advertising and 6 studies on lifestyle product advertising met the criteria.
Two methodologies were analyzed:
The study concluded that exposure to social media influencer energy drink marketing significantly increases immediate consumption and long-term purchasing behavior in adolescents.
Using research evidence, explain how far learning theories can account for the findings of the social media influencer and adolescent energy drink consumption study.
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