A theory-driven content analysis of sports and energy drink marketing: A European perspective

Öz

This study provides a theory-driven content analysis of persuasive marketing strategies for sports and energy drinks within the European market, a significant public health concern given high adolescent consumption rates. A quantitative analysis of 347 unique television and social media advertisements from leading brands (2018–2023) was conducted, systematically coded for persuasive cues (Elaboration Likelihood Model) and behavioural and normative beliefs (Reasoned Action Approach). Findings reveal a predominant reliance on peripheral cues over central product attributes, with significant strategic differentiation between categories. Sports drink advertising (Lucozade, Powerade, Prime, Gatorade) is primarily anchored in mainstream athletics and hydration claims, cultivating an image of legitimate athletic necessity. In contrast, energy drink marketing (Red Bull, Monster, Celsius, Carabao) is distinguished by its association with extreme sports and potent narratives of cognitive enhancement and social energy for everyday contexts. The emergent brand Prime uniquely blurs these category lines by leveraging digital influencer culture. The results elucidate how marketing strategies strategically employ theory-based persuasion to cultivate misconceptions about product healthfulness and necessity. These findings underscore the urgent need for comprehensive European Union regulations that address the digitally sophisticated and persuasive nature of marketing these beverages to youth.

Anahtar Kelimeler

• Energy drinks
• Sports drinks
• Digital marketing
• Persuasion theory
• Sport marketing

Kuramsal temelli bir içerik analizi: Avrupa perspektifinden spor ve enerji içeceği pazarlaması

Öz

Bu çalışma, Avrupa pazarında spor ve enerji içeceklerinin ikna edici pazarlama stratejilerine yönelik kuramsal temelli bir içerik analizi sunmaktadır. Ergenlerdeki yüksek tüketim oranları dikkate alındığında bu durum önemli bir halk sağlığı sorunu teşkil etmektedir. Önde gelen markalara ait 347 özgün televizyon ve sosyal medya reklamı (2018–2023) nicel olarak analiz edilmiş, ikna edici ipuçları (Elaboration Likelihood Model) ile davranışsal ve normatif inançlar (Reasoned Action Approach) temelinde sistematik olarak kodlanmıştır. Bulgular, ürünün merkezi özelliklerinden ziyade çevresel ipuçlarına olan baskın bağımlılığı ve kategoriler arasında anlamlı stratejik farklılıkları ortaya koymaktadır. Spor içeceği reklamları (Lucozade, Powerade, Prime, Gatorade) esas olarak ana akım sporlar ve hidrasyon iddialarına dayandırılarak meşru bir sportif gereklilik imajı yaratmaktadır. Buna karşılık, enerji içeceği pazarlaması (Red Bull, Monster, Celsius, Carabao) ekstrem sporlarla ilişkisi ve bilişsel performans ile sosyal enerjiyi günlük yaşam bağlamında öne çıkaran güçlü anlatılarıyla öne çıkmaktadır. Yeni bir marka olan Prime ise dijital içerik üreticisi (influencer) kültürünü kullanarak bu kategori sınırlarını benzersiz şekilde bulanıklaştırmaktadır. Sonuçlar, pazarlama stratejilerinin, ürünlerin sağlık ve gerekliliğine ilişkin yanlış algılar oluşturmak için kuram temelli ikna yöntemlerini nasıl stratejik biçimde kullandığını ortaya koymaktadır. Bu bulgular, gençleri hedef alan bu içeceklerin dijital olarak sofistike ve ikna edici pazarlama doğasını kapsayan kapsamlı Avrupa Birliği düzenlemelerine duyulan acil ihtiyacı vurgulamaktadır.

Anahtar Kelimeler

• Enerji içecekleri
• Spor içecekleri
• Dijital pazarlama
• İkna kuramı
• Spor pazarlaması

Kaynakça

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