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

Author

Listed:
  • Chung-Ying Yang

    (Tri-Service General Hospital, Taipei 11490, Taiwan
    Department of Health Promotion and Health Education, National Taiwan Normal University, Taipei 10610, 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)

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.

Suggested Citation

  • 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 & Chie-Chien Tseng, 2022. "Excessive Gaming and Online Energy-Drink Marketing Exposure Associated with Energy-Drink Consumption among Adolescents," IJERPH, MDPI, vol. 19(17), pages 1-11, August.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:17:p:10661-:d:898903
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    References listed on IDEAS

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