Document Type
Conference Proceeding
Publication Date
Spring 2025
Abstract
Energy drink sales in the United States have experienced tremendous growth over the past several decades with projections for continued growth, making effective marketing strategies increasingly important for industry players. Central to these strategies is building brand awareness and targeting the right consumer demographic, particularly young adults aged 18-34, who make up the largest group of energy drink consumers. This demographic is heavily influenced by media portrayals of fitness and success. Red Bull and Monster, two of the leading brands, are dominant in brand awareness, with significant influence through social media platforms like Instagram. This research examines Instagram posts from these two companies to analyze the posts to determine whether body image ideals is a key strategy for these organizations. Using Social Cognitive Theory (Bandura, 2001), the study explores how these brands shape perceptions of the "ideal" body, particularly in the context of young adults. By conducting a content analysis, the researchers surmised the brands promoted unrealistic standards of physical appearance and these ideals may influence young consumers' views on body image and physical achievement.
Recommended Citation
Flanders, K., Lawrence, L., Vodopyanova, N., and Natale, D. (2025). Fueling the ideal: The role of energy drink marketing in shaping body image on Instagram. 2025 Association of Marketing Theory and Practice Proceedings, 37. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2025/37
