Researchers wanted to investigate the impact of live-streamer endorsements on the consumption of powdered cognitive-enhancement "focus supplements" among adolescents.
They conducted a meta-analysis on studies published between 2015 and 2024 involving participants aged 11–17 years, assessing how endorsements of these supplements on popular video-sharing and live-streaming platforms influenced dietary preferences and habits.
The meta-analysis included video stream highlights, sponsored broadcast segments, and active product usage during gameplay by well-known gaming influencers, while excluding television ads, print media, and traditional adult-targeted health products.
The researchers compared data on influencer-endorsed focus supplements with endorsements of non-consumable gaming gear (such as RGB keyboards or gaming chairs). 10 studies on focus supplement advertising and 5 studies on gaming gear advertising met the criteria.
Two methodologies were analyzed:
The study concluded that exposure to live-streamer focus supplement 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 this study on live-streamer endorsements and adolescent supplement consumption.
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