Digital Marketing and Consumption of Energy Drinks in South West Nigeria

Babatunde Daniel AGBI; Simon Ayo ADEKUNLE; Jesam OBONO

Babatunde Daniel AGBI Kola Daisi University, Ibadan, Nigeria
Simon Ayo ADEKUNLE University of Benin, Benin City, Nigeria
Jesam OBONO Kola Daisi University, Ibadan, Nigeria

Keywords: Consumption Habits, Digital Marketing, Energy Drinks, Perceived Risks, Youths

Abstract

This study investigated the relationship between exposure to digital marketing of energy drinks intake among youths in the South West Nigeria. The study examined the impact of digital marketing on youths' consumption habits and the perceived risks and benefits of energy drinks. A quantitative cross-sectional research approach was adopted, with primary data collected through a structured questionnaire administered to 292 youths years in Lagos and Oyo states. Respondents were chosen using a convenience sampling method, ensuring diversity in terms of gender and socio-economic backgrounds. The data were analyzed using descriptive statistics, including frequency counts, mean, percentage. The findings revealed that the majority of youths consume energy drinks moderately, with social media being the primary platform for exposure to digital marketing campaigns.