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- Review article
Interactive Food and Beverage Marketing: Targeting Adolescents in the Digital Age
Journal of Adolescent HealthVol. 45Issue 3SupplementS18–S29Published online: June 22, 2009- Kathryn C. Montgomery
- Jeff Chester
Cited in Scopus: 159Because of their avid use of new media and their increased spending power, adolescents have become primary targets of a new “Media and Marketing Ecosystem.” Digital media resonate particularly well with many of the fundamental developmental tasks of adolescence by enabling instantaneous and constant contact with peers, providing opportunities for self-expression, identity exploration, and social interaction, and facilitating mobility and independence. Six key features of interactive media—ubiquitous connectivity, personalization, peer-to-peer networking, engagement, immersion, and content creation—are emblematic of the ways in which young people are both shaping and being shaped by this new digital culture.
